Best Buy’s New Logo… OMG LOL!

Let me be the first to say, “Hmmmmmmmm.”
I put it in quotes because it’s a direct quote. I just said it out loud.

I think Best Buy might want to run with “if it ain’t broke don’t fix it” on this one.
UPS kept Paul Rand’s beautiful logo for decades before opting for a modern update.
Maybe BB should take the hint. Good logos should stick around for a while.

Check it out.

With money being strapped, profits down, and consumers having a hard time spending their hard earned money, companies (especially large ones) are realizing that now is a great time to revisit the marketing budgets to develop sparkly-fresh identities that still get the consumer through the door.

Wal-Mart redesigned just a few months ago and now it looks like Best Buy is hot on their heels.

Logoblog goes in-depth about what Best Buy is hoping to achieve, with their test-run luxury store in the Mall of America, but I want to take some time to talk solely about the aesthetic issues BB potentially overlooked.

#1 Klavika, the pretty font.

The new logo is utilizing the pretty font Klavika (modified), that they have been using in the Sunday mailer over the past few months. It’s modern, it’s cool… kids like it. However, not so great in the logo application “as-proposed.” It’s very post-Web 2.0, and very similar to every other san-serif modern font logo. The old logo was unique. They are losing that with the redesign.

The old font is EXTREMELY LEGIBLE and guess what… you can read it from the highway and when you pass by you notice it. Maybe even space.

#2 Legibility.

I seriously hope they don’t think they are going to be pulling off a reverse color logo at all times. The old logo’s black on yellow was very visible. (Even without my glasses on.) The new white text on blue background is hard to see and can get blurry depending on distance and application. They go one step further by abstracting their logo into an outline, in turn losing all of their nice “call to action” area.

#3 Their icon… “is an icon.”

People recognize that big yellow tag! The new simplified version is forgettable. They really should reconsider modifying the existing version before outright axing it. I’ve seen new locations and Best Buy trucks using the simplified “yellow tag, no text” version of the icon stripping out the text and putting it alongside the logo, which still worked. I thought they were on to something.

#4 Their colors are also iconic.

That color combination is recognizable. What happened to the yellow in the new logo? It’s more like Kraft Macaroni & Cheese color. It’s not fresh. Same goes for the updated blue. In the stores, people look for help from people in the bright blue shirts. Not so easy with navy. It’s a blending color.

#5 Wow factor.

Old Logo: 8 New Logo: 3.5? I think the new logo loses some wow. It’s not different. It’s the same generic logo using the same generic san serif font. (See the Wal-Mart logo redesign). I understand that Best Buy is looking to create some new “upscale” specialty stores, but the first question to ask is “Is a new logo even necessary?”

Maybe BB could’ve revisited their materials and applications first. Think backlit matte stainless-steel Best Buy tag with white glowing semi-transparent letters. Ah, luxury.

I really think that Best Buy needs to spend some time listening before jumping in.

Update: Here’s a nice pic of the Besy Buy “luxury” store in Mall of America with the logo in action. Thanks to Ronald Hennessey for the pic. Looks decent, but I really am going to need to see external building applications and Sunday mailers for further judgement.

Posted By
Jason Schwartz

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