Abiah.com, Christian Organization and Ministry Brand Development

Dairy Queen's new logo

I just found out the Dairy Queen has a new logo. 

I don't know when this happened...was it a week ago?...Longer?  I've seen commercials and they still have the old logo.

First of all, the new logo.  I don't like it.  I think it's a big so what.  The new red is too orangey.  The swooshes are unoriginal and come across as after thoughts.  The mustard yellow and blue colors don't make sense. And the font?  How is that more modern than what was in there?

What a complete waste of time, effort, and money.  Plus, I haven't seen it used on their advertising so they add "inconsistent" to their many mistakes.

What were they thinking?

Which rebrand will stick?

Two of my favorite holiday rebrand stories are the Grinch and Scrooge.   

What lead to the Grinch's decision to rebrand himself?  Yes, the Whos' spirit of joy on Christmas morning that "came just the same" even though there were no gifts, no tags, no decorations, or any of the other outward signs of the holiday, proved to the Grinch that Christmas doesn't require us to make it the special day it is.

The Grinch seemed to have an easier time making the transition from grump to cuddly.  We can only hope that he sticks with his new image and philosophy. 

While his change was properly motivated, and the Whos appeared to embrace him, would your customers be so quick to embrace you if you'd been miserable to them for years and then suddenly started being nice? 

Then there's Scrooge.  Self-centered for years and focused on the wrong objectives and the wrong metrics.  He's a perfect example of how our fears can control us and impact our business.

Which ReBrand will be most successful?

USAToday is one of my favorite newspapers.  I know...it's sortof the People Magazine version of a newspaper but I like it because I get a broad picture of the news.

The last 2 mornings there have been stories about 2 big rebrands on the horizon:  the relaunch of Stax Records (which Boomers like me will recognize as the former home of R&B / Soul greats like Sam & Dave and the Staple Singers, among others) and the rebirth of Rocky (yeah, I rolled my eyes at first too).

Rebrands are very tricky business.  Who can forget the disaster that was New Coke? I STILL don't get what they were thinkin' when they tried THAT one!

What needs to be considered in a rebrand?  Lots of things really.  Here are a few: