Pick n Pay pays R110 million to pick a logo

Whoa - Pick n Pay [one of South Africa's oldest and most trusted brands] has decided to rebrand themselves.

The little exercise will cost them R110 million and the new logo is this one here, that some marketing dude said he wouldn't have paid R5000 for.

Now - it's easy to throw cracked eggs and rotten no-name brand products at the Pick n Pay marketing department for this one...sure.
We personally don't care much for the cheesy payoff line, but Pick n Pay is facing increasing pressure from Checkers and Woolworths and maybe a good old spring clean is just what they need to inspire their staff to smile again. Goodness knows they need it.

At least they didn't to a 'touch up and tweak' job on the old logo and went the whole hog with a new look, which we think looks quiet good. It's clean and neat and doesn't offend. But seriously - 'Inspired by you' is going to take some convincing. Payoff lines should be banned, or for internal use only.

New logo or not - Pick n Pay will have to seriously lift their game in the service and product range department to do their new look justice. Otherwise it'll just be a R110 million art exercise that still represents just an alternative to Woolworths.

More: Fresh new look for Pick n Pay - Bizcommunity

Comments

[Richard Catto]

Dave Duarte: "I wouldn’t pay more than R5000 for this logo."

And I wouldn't pay even 2c to get Duarte's opinion on anything. The guy is just being meaninglessly negative.

The old PnP logo was seriously dated.

The R110 million PnP is spending is not just to develop a jpeg image. It's too rebrand their stores, their packaging.

That's a lot of things to change.

Maybe Duarte et al are just too stupid to comprehend this?

[phr0ggi]

Just a quick observation: the lower case "i" is dotted in the payoff but not in the brand name itself. Deliberate or plain shoddy?