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"There is no excuse for not testing something as significant as a new logo on a large, global audience" There is one excuse. When you are small it makes more s
by ArekDymalski 11y ago
"There is no excuse for not testing something as significant as a new logo on a large, global audience"
There is one excuse. When you are small it makes more sense to ship something and fix it later, than invest time and money in surveying everything. Especially if your "market research " won't be done on a property representative group anyway.
Edit: it's an interesting read though.
- JoeAltmaier 11y agoLike Nike for instance!
- supergreg 11y agoDoes their logo mean something in some part of the world?
- JoeAltmaier 11y agoI don't suppose so. But it was not tested on any group whatsoever. At least according to the urban legend. It was dashed off by a designer for $50 and became a worldwide phenomenon.
- jarcane 11y agoConversely, Nike is also responsible for the infamous "Allah/Air shoes" that caused a shitstorm in the late 90s.
- lepht 11y agoFor those wondering: > What makes the Nike Air Bakin’ such a sizzling story is the controversy that arose from the fiery logo on the heel; it was the word ‘Air’ designed in a fiery motif, but backlash from the Muslim community for its slight resemblance to ‘Allah’ in Arabic text forced Nike to recall the shoes and re-release with a basic Nike Air logo. http://sneakernews.com/2012/09/28/classics-revisited-nike-air-bakin-1997/ http://sneakernews.com/2012/09/28/classics-revisited-nike-ai...
- deleted 11y ago[deleted]
- lightbritefight 11y agoThe rest of the marketing was on point as well, which led to the worldwide phenomenon. Just do it is a powerful phrase. Its short, distinct, and appeals to a our basic instincts. Its was a meme before we were inudated with memes.
- ArekDymalski 11y agoHere in Poland many people call it an "ice-skate". Nike doesn't seem to be much excited about it. People always have some associations and are eager to make some jokes to impress others with their wit. It's inevitable.
- mikeash 11y agoAccording to their data, only 2.6% of Brits thought the logo looked like underwear, anyway. It's OK if a small proportion of your users think your logo looks stupid. Obviously, it's nice to avoid it, but this is hardly the disaster that's implied by "there is no excuse."
- jajern 11y agoWhat's odd is in the first tweet they show their logo really does look like underpants. But, the logo is different in the next 2 images. It's rotated 180 deg. After it's rotated it really doesn't look like underpants.
- inanutshellus 11y agoReminds me of the reaction to Apple's naming of the iPad. Like, "My Tampon?" Ha-Ha-Ha. Big huge deal. Surely they'll rename it. What a horrible name. But now it doesn't occur to anyone to make that association.
- mikeash 11y agoGreat example. I recall seeing a lot of people saying things like that at the time. Doesn't seem to have had any consequences.
- sago 11y agoI was one of the people lampooning Nintendo for the Wii. "Wee" being a very common britishism for "pee". (e.g. "I want a wii in the corner of my living room!" fnar fnar.) I figured they'd change it before launch. The joke was stared down by the brand, and the brand won. What do I know?
- the_watcher 11y agoWhen the Washington NBA team changed from the Bullets to the Wizards, a common potential problem brought up was that people would call them the Wiz (similar connotation to wee).
- GPGPU 11y agoummm...aren't we supposed to fail fast!? Imagine the time and effort wasted for a small company to have focus groups on its logo. Now they can tweak it, and they have a funny story, to boot!
- the_watcher 11y agoThat's actually the problem we're working to solve at Survata: fast, reliable, and affordable market research.