\n<\/p>\n
Some of the\u201d deep\u201d strategic insights that guide much of branding are occasionally comical, although not without some kernel of truth behind them.<\/p>\n
For instance,\u00a0apparently,\u00a0the kids can\u2019t read cursive anymore<\/a>\u00a0because many of them are no longer taught in school how to make loopy, conjoined words in fancy script.\u00a0That was the idea behind the Eddie Bauer redesign a few years ago, the results of which were mostly met with a yawn. Similarly,\u00a0Johnson & Johnson\u2019s logo redesign<\/a>\u00a0in 2023 was intended to evolve with the times and give them a more human appearance; in reality, it felt cold and clinical and destroyed much of their brand equity.<\/p>\n A year earlier, in 2022, the nearly 200-year-old department store\u00a0Lord & Taylor<\/a>\u00a0also switched things up and implemented a mostly Helvetica-ish logo. Now, they\u2019re returning to their original wordmark designed by architect Andrew Geller.\u00a0In a world of neverending redesigns and ceaseless overthought reimagining of\u00a0brand, the new owners in Regal Brands Global deserve a tip of the cap\u2014if it ain\u2019t broke, don\u2019t fix it.<\/p>\n<\/div>\n