Old Is the New New
At a time when the economy is at its worst since the great depression, and consumer confidence continues to wane, many companies proceed to spend money in an effort to make money. What may be surprising to some is just where companies are focusing a significant amount of these dollars. Considering so many are being more watchful of where they spend their coin, branding and design are playing increasingly vital roles for companies as they try to help individuals with their purchasing decisions.
With consumers’ growing desire for security, comfort and stability, several brands have received face-lifts, but not the “Hollywood-style” surgery that hopes to result in a youthful look. Rather, many brands have had the kind of face-lift that seeks to position them in terms of history and tradition, hoping to evoke a sense of trust and confidence in the eyes of the beholder. In times like these, individuals prefer to buy something from a company they know, or at least believe has proven stability and poise. The hope of these efforts is to instill a continued (or gain new-found) support and help ease the consumer’s mind.
High-end retail businesses such as Saks Fifth Avenue and Starbucks Coffee, despite enjoying success under their most previous identities, have both reverted to logos very similar to those of their respective company’s earlier days. Each appears authentic and both are classic in nature.
Shopko is an example of a mid-level retailer that went through a recent change. The company shed its masculine and discount superstore image for a new option with a historic feel, softening the immediate impression one has of the company.
Brands that are sold in large retail chains and other venues have also seen face-lifts. The new logo for the varied line of Martha Stewart products has a traditional, yet timeless, appeal that is softer and more welcoming than its more authoritative predecessor. Tobacco products like the Camel brand of cigarettes have also elected to embrace the “old is new” concept. Their new packaging has a weathered, golden brown background with subtle antique ornamentation that reinforce the brand’s roots.
In the new J. R. Watkins Natural products and G. H. Bass & Co. shoe manufacturer logos, both couple complexity with other elements and treatments ubiquitous of traditional marks to communicate their legacies and stability. Each even includes the company’s inception date within the identity, presenting its heritage up front and quite literally.
Not only have stores and retail products seen this type of transformation, but the Good Housekeeping seal found on items deemed worthy has also gone under the knife. It now has the look of an old “stamp of approval.” The trendy swoosh has been omitted and the typeface was updated to a more distinctive and decisive one, now conveying confidence, strength and assurance.
I believe design—be it of a logo, packaging, merchandising, etc.—influences everyone on a daily basis, whether people are conscious of it or not. The examples above illustrate that others also subscribe to this philosophy and understand its value. Impressions and perceptions continue to impact and guide us all. Despite the current state of the economy, this doesn’t mean companies shouldn’t spend any money; it means they simply need to spend it wisely.
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