Toys R Us re-(Pb)rands
Posted on 07. Nov, 2007 by Jonathan Cherry in Branding
Minor corporate re-branding is always a rather amusing exercise.
Look…big time ‘spruce and freshen’ of logo’s we’re totally for, but these little nip/tuck jobs on corporate brand devices are seriously beyond us.
Here’s a good example – Toys "R" Us has decided to ‘tweak’ their logo.
Left is the before…right is the after.
Now they’ve probably paid a team of experts a couple of million dollars for their effort, they have a bound, 260-page rationale of what the changes represent…and secretly undertook the project, in a vain attempt to distract your attention from the tonnes of toxic Chinese lead most of their stock is sporting these days.
But will you seriously notice the ‘slightly touched up nuances’ of the new branding, while dragging your screaming, ice-cream-coated, future-mass-murdering 2 year old around the toy store in a pathetic attempt to buy something to shut the thing up after an entire day of shopping during the suicide run just before Christmas?
Probably not.
It’s a little disappointing to be honest. If Toys R Us are going to go to the effort – at least they should have done something radical. Something big and different. Something that we’d really notice and maybe walk into the stores to see what other fresh changes they’ve made.
Missed opportunity we feel. If you’re going to change – change large.
More: Toys R Us Grows – Brand New
Previously: KFC"S new colonel – ya’ll – Cherryflava
Update: Maybe they took the cue from Matchbox cars’ new idea of product placement.
