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Re-Branding at What Cost


The other day I saw a Stop & Shop commercial suggesting a full re-branding of the popular supermarket’s logo. So naturally I got to thinking about how this was going to affect their web presence, print collateral and physical signage at all of their locations. I wondered how much better might it be for the brand (and the environment) if instead of physically changing their interior and exterior signage, they instead started a campaign informing users that though their logo & branding would be updated in places like the web, shopping bags, flyers, etc., they would keep their physical signage the same in an effort to be more environmentally conscious. After all, enormous fiberglass / neon signs are not exactly easy to recycle. Would this message resonate more with their customers than a shiny neon sign donning the new logo? Would consumers really stop to think about the impact a change like this would cause? Would they care? What do you think?

Author Alex Fedorov

Alex is a strategic thinker with a gift for information architecture, known for his ability to wireframe complex workflows and multiple states of applications at the speed of light. He is passionate about clean, data-driven design.

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