Best Buy is tired of their logo, so they’re testing a new one on those local guinea pigs at the Mall of America in Bloomington, MN. (Best Buy is headquartered in Minnesota, land of lutefisk, Garrison Keillor and Target.)
AdFreak reports:
“Our intent is to get learning in an open way, not necessarily to ‘roll out’ anything in that store,” Best Buy CMO Barry Judge writes on his blog. “I need to emphasize that we have not decided to iterate our logo.”
The font is apparently modified from something called Klavika.
What do you think? Better than the gigantic yellow price tag? Will this give Best Buy a fresh new image? Or is this the same annoying ex-girlfriend with a new haircut?
In case you’re wondering what it looks like in action, you can find photos of the Mall of America store here, here and here.
Best Buy’s New Tag [Brand New]
Best Buy tests new logo at Mall of America [AdFreak]
More From Consumerist
-
I Don’t Want To See A Zagg Ad Every Time I Look At My iPhone
-
Amazon Hopes Delivery Lockers Will Fix That Whole "My Package Never Arrived" Problem
-
Ebay Partnering Up With Target, Best Buy & Other Retailers To Test Same-Day Delivery
-
Best Buy Quits Offering Replacement Plans For Cheap Earbuds
-
Best Buy Gives Up On “No Customer Service E-Mail” Experiment After Only 6 Weeks
Here’s my take, based on a theatre design degree, so nothing to do with advertising or marketing, but lots about sending subtle messages to the audience:
Old logo: Big price tag, like one poster said, it’s exuberant, but also with the big block letters, and the oversized tag all make you think big. And in this economy, the last thing they want you thinking is big…just in case the word that follows it in your mind is …price.
New logo, yep, more conservative. Look how the letters have all gone on a diet. And everytime you look at it you are going to think small price tag, and so hopefully, small prices. Also, see how the shape of the tag has changed so it is more of an arrow. And the arrow points right at what they want you to do…buy.
If I were a Best Buy marketroid I’d be selling this on the idea that Americans are going to be moving away from big everything during a recession. Big cars, big houses, big box stores. This redesign is an effort to make their brand feel more approachable and scaled down to the match the size of our pocketbooks.
I just saw this new logo at the Mall today. They have it lining the elevators at the West Entrance. The new Best Buy Mobile store also is using this logo. I was never a fan of the extreme yellow saturation
There must be some Vonnegutian tie-in, subliminal-message-thing in there somewhere.
I say no, but with a yessy aftertaste. Part of me likes it, but then another part of me hates the first part for liking it.
Simply put, I’m forgainst it.
As a designer myself, I like this new logo.
But it isn’t going to get me in the door any more frequently. *shrug*
Well…at least it’s not as bad as the new Pepsi bottles coming soon…
[www.underconsideration.com]
Bland, meaningless, and not nearly as recognizable.
Try again or keep the old one.
As a Minnesotan, I’d really appreciate it if you’d quit associating us with Best Buy and Gary Keillor.
Lipstick on a pig isn’t going far enough. Crap in a different toilet is more appropriate.
@White Speed Receiver: Then you’ll have to settle for 3M, Target, Aveda, Prince, Northwest Airlines, and that queer cutie on Grey’s Anatomy.
I forgot to mention Sean William Scott. *shudder*
I like the new logo. I always felt the old one evoked the image of cheapness instead of affordability. It’s probably all that yellow. Yellow seems to be used a lot in No Name items and dollar stores which is probably why I make the association.
As a graphic designer I can say that their new logo is a failure.
They have too much brand equity wrapped up in their old one. The new one is forgettable and bland.
I work at Best Buy and as always, fully prepared for your mudslinging and not-that-funny (sorry) ensuing comments…
I had the chance to visit with the team that came up with this logo, and the chief creative officer. I see the reasoning behind it and I happen to think, objectively and from a design and aesthetic point of view, that it looks friendlier, more organic, I like the curves in the letters, it’s more understated, I like that the tag is still there but off to the side…
The new stores WERE designed with women in mind. In fact, the newest Denver-area store was completely designed by women. Had a chance to meet some of those ladies, and saw how their design ideas are being implemented into stores, like lower sinks so kids can wash their hands in restrooms, different color scheme, no boom room, wider aisles, etc.
I know you hate Best Buy, and some of you have a legitimate reason to. But some of you have never even been in one. This logo’s being tested, not for full rollout yet… Mall of America has been open for months, it was store #1000, just FYI.
What makes me sad is that this is so one-sided… BBY is #4 on Forbes’ list of most generous companies as a percentage of income. Why not mention that, too?
Looks like a Toe Tag from CSI !!
Please revert to all CAPS hyper-bold. I like my discount chains to scream at me from billboards.
Do I care? – No!
Reminds me of bank logos for some reason…
“We were looking for something that says ‘we’ll rip you off’ in a culturally neutral way.”
To be honest, when the store opened in August, I didn’t even notice there was anything different about the logo.
GREAT! This makes me want to buy an extended warranty so badly!
The accidentally their whole business model..the whole damn thing.
I live in Bloomington. There are now at least 8 Best Buys within 10 miles of me. But only one Circuit City. : (
For a store that sells expensive electronics, I can see where they’re going, but this new logo is hardly recognizeable (I just glanced around my desk and there *just* happened to be a Best Buy catalog on it and that old yellow pricetag just leaped at me) and the font rots on many levels.
Not good enough in my book.
I work at a Best Buy and personally, I think it’s a great place to work. Maybe it’s because I receive AMAZING benefits and I truly enjoy working with people. A survey was done in the Chicago market and 10,000 customers were asked why they were shopping at Best Buy even in these rough economic times and an overwhelming number said “because of the experience they have while they are there–tremendous customer service”. So I’m sorry some of you had a bad experience, but you should give us a second chance.
I’m not sure how I feel about the new logo, I think it’s sleek and classy but it’s not eye-catching like the original.
I’m not sure what all your reasons are that you all seem to hate Best Buy, but obviously you had some type of poor experience or simply only care about price. First of all, Best Buy price matches so I don’t want to hear any of you complain about price. Secondly, if you haven’t been to one in the past 5 years, you’re missing out. And the guy who was being sarcastic about the “extended warranties” (Best Buy does NOT sell warranties, we sell performance/service plans), I had a customer purchase one on their $800 camera and had it less than a year, his wife dropped it at a wedding when they were getting out of the car, and Best Buy replaced it because on their cameras and laptops they cover accidental damage. The guy could not have been happier that he did not have to buy another $800 camera.
And Circuit is going under, they’ll be gone after the holidays so you’ll now have 10 Best Buys and 0 Circuit Cities… Obviously people enjoy shopping here more