From the course: Logo Development: Identity Design and Discovery
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Ethos shift
From the course: Logo Development: Identity Design and Discovery
Ethos shift
- Since organizations are a living entity, it's not unusual for them to undergo changes in their lifetime. Not too dissimilar from you or friends you may know. The difference is, as your beliefs or cultures shift over time, you probably do, as well. You may change your hairstyle or expressions you use, or your wardrobe goes through a shift from what you wore years ago. Carl's Junior/Hardee's looked back at a decade of building its name on bikinis and burgers and after evaluation, committed to a new brand ethos that focused on their product. Adopting a position as pioneers of the great American burger, Carl's publicly washed their hands of previous sins. In doing so, their logo dropped its cartoonish and embellished red highlights, to adopt a more serious and contrite tone in a change of demeanor. Domino's took a similar step when they publicly ridiculed themselves with the comments of customers in what they termed the Domino's Pizza Turnaround. Making a public apology and a commitment…
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