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The past always brings people a feeling of security and peace of mind. Earlier this week, I wrote a post on the Corporate Eye blog about brands needing to focus on messages related to longevity these days when economies are weak and the future is uncertain for so many consumers (you can read that post here if you’d like). While messages about longevity and security in the future are very important, there is also something to be said for looking at the lessons and success from the past and repeating them to leverage the commonly held perception that the past connotes feelings of security.
The Philadelphia 76ers have done exactly that by replacing the modern logo the team launched just over 10 years ago with a new version, which is almost exactly identical to the team’s original logo before the change in the late 1990s. Check out the logo launched in 1997/98 on the left below vs. the new logo launched in 2009 on the right.
And now, take a look at the pre-1997/98 logo below. Can you spot the differences between the original logo and the newest version?
Whether or not using the past as a security blanket message was the reasoning behind the Philadelphia 76ers’ logo change, I don’t know, but the timing is certainly great to take advantage of those messages of security and longing for better days when the team performed better and consumers’ lives were better.
Take a look at your brand. Can you incorporate messages of longevity and security for the future into your marketing? Or can you incorporate messages that refer to the nostalgia of the past? Either is a good brand message choice in 2009.
Your thoughts?
By the way, The Brand New has a great overlay graphic of the new logo on top of the old one where you can see just how minimal the changes between the pre 1997/98 logo and the 2009 logo are.
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Susan Gunelius
Susan Gunelius is President & CEO of KeySplash Creative, Inc. and Founder & Editor in Chief of an award-winning blog, WomenOnBusiness.com. She is a 25-year veteran of the marketing field and has authored 10 books about marketing, branding, and social media, including the highly popular 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing.
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Almost identical – so I would ask, why not just revert back to the original unchanged? Looks like the color of the basketball is lighter and a slight variation in the type font, but only on the “6.” Beyond that, I don’t see anything.
Steve,
That’s a good point. I don’t really know why they changed the blue. Frankly, I prefer the old blue. The new one is a bit too Process Blue AT&T circa 1989 to me, but of course, I’m only seeing it onscreen. Perhaps it’s better in print. I’m not sure what the actual PMS is. I can understand making the 6 a bit heavier/bolder though. I can’t imagine how difficult it must have been to reproduce the original 6 at very small sizes – some of the lines were very, very thin!
I would think incorporating them in your message is more important. Some folks in the know, might think recycling the logo, is just that, recycling; with no willingness injected into the effort.