New Dollar General Logo – Why Bother?
I stopped by the Brand New blog today and learned that Dollar General has a new logo. This one can be added to the why bother category. Unless someone can help me understand. Anyone? Anyone? Bueller?
Based on this post from BrandlandUSA, I think that perhaps Dollar General should have focused on updating other parts of its business before investing in a logo redesign.
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What do you mean? They’re totally different! New font, they dropped the red outline and warped the banner. That probably cost them several hundred thousand from a branding boutique. I’m sure it took them several days of immersion in whale song and incense to turn this back around.
All kidding aside, I don’t know how they could present it to the business and keep a straight face, but there you are. I mean if you’re going to try to save your business by rebranding (seems to be a common tactic), do something dramatic. Go out with a bang at least, not a whimper.
from a printing perspective, they’re saving a 3rd process. the border is a stretched dollar …
They are probably trying to hook in to the new style that is OH SO POPULAR right now. Young and hip, warped logo, its outta the box! Not really but of the millions wasted on redesigning they could have done worse…
Sarah, so true … it could always be worse.