Updating your company's logo: prepare to hit or miss
In Richard and Davis's article " "Decorative Color as a Rhetorical Enhancement on the World Wide Web", the authors say "Omnipresent on the World Wide Web, decorative logos appeal both to ethos and pathos because they attempt to generate a positive aesthetic response through the decorative and to link these emotions to a specific organization.”
This made me want to look at some logos to see how they reflect Richard and Davis’s statement. I found a site: http://money.msn.com/now/best-and-worst-corporate-logo-changes
 
The site said that Gap’s attempt to change their logo was a huge failure—and I have to say I agree. To me the ethos is lowered because in the new logo, “Gap” is floating in a white space, as is the blue box. They aren’t grounded, and even though the text is now stronger because it is sans-serif, it loses character.
 


 
I thought the WeightWatchers logo change was interesting. Again there is a change from serif to sans-serif, but it is done in a more elegant way, and the characters have more..character (see the “W”). What makes this new logo distinctive is that it actually fades away as you read from left to right. To me this is an effective change that appeals to ethos and pathos. It demonstrates the purpose of the company- to help you lose weight. The new colors are reflective of the popular opinion that green and blue are associated with health, nature, and natural—all positive qualities to find in food.


 

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