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.
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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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.