![]() Often, logos are the first thing people see when they initially interact with a brand. This is indicative of the strong emotional ties that a logo can forge. Those who had weaker ties with the brands didn’t mind the logo change. Participants who had a strong affinity with the brands tended to react negatively to the redesign. In one study, Winterich asked 632 college students to respond to Adidas and New Balance logo redesigns. In general, she found that the stronger people’s associations with a brand, the more negatively they react when its logo changes. Karen Winterich, an associate professor of marketing at Pennsylvania State University, conducted a study on people’s reactions to logo redesigns. New logo or no, it looks like Slack will have the last laugh in the end.Ĭlearly, some people really care about brand logos. The Wall Street Journal reported that Slack was aiming for an IPO valuation exceeding the $7.1 billion it reached in its most recent funding round. In fact, the new logo comes as Slack is readying for an initial public offering (IPO) in the second quarter. A logo redesign can be a way of letting the world know things are changing. Sometimes the risk of negative feedback is worth it, particularly when a company is modifying its product, service, structure or the way it does business. The CEO, Stewart Butterfield, tweeted that although 35% of people would react with an angry emoji to the change, most users would move on to something else in a month’s time. In any case, Slack seems prepared to ride out the backlash. “It was 11 different colors - and if placed on any color other than white, or at the wrong angle (instead of the precisely prescribed 18º rotation), or with the colors tweaked wrong, it looked terrible. ![]() Slack explained the rationale behind the new logo in a blog post, saying it was “extremely easy to get wrong”.
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