It already seems a law of life. A brand with a popular and highly recognizable logo changes it, launches it with all its good intentions – and its aspirations to rejuvenate and profit from rebranding – and consumers react in horror. They open their social media accounts and unleash all their hatred. It has already happened to several brands – some with results worthy of marketers’ nightmares (see the case of Gap and how it had to return to the old logo or the Tropicana and its sales drop due to the new logo) – and many others it will continue to happen to them.

The last brand to change a popular logo has been Pringles, although in reality, this evolution of its previous logo was already presented last year 2020. Now, a year later, the famous potato chips sold in cans have incorporated the image of the new logo. They have done what so many other brands have been doing in recent years to achieve better visual results on the internet:

The new Pringles logo uses a flat design, with much simpler colors and much lighter finishes. Julius Pringles, the character of the brand, has lost hair, now has eyebrows and has changed the red bow tie that he wore before for one that is – in a brand wink – the very name of the potatoes.

Everything is more solid – they have also redesigned the packaging – and the end result is a much cleaner design. Pringles has unveiled the new logo describing it as more youthful and also noting that the style of its brand character / logo is now similar to that of an emoji. About that there is not much discussion possible. The logo is undoubtedly within the style of emojis.

The bartender in a hipster bar
The truth is that the change is not entirely new. In the United States it was launched last December, but it is not until now that it has reached Europe. The launch in the United Kingdom is the one that has gone viral in the media, although you only have to enter the profiles on social networks in Spain to see that a readjustment has also been made here. On the Facebook page, Pringles Spain has also had the new logo for a few days.

It is in the English environment where criticism of the logo has been loudest (although negative opinions can also be found on Twitter in Spanish). Internet users point out that “he has been through times that are scary”, that he looks like the private label version of cookies or that he now looks like a waiter in a hipster bar.

The key to rejection
Why these extreme reactions? To begin with, the problem is changing something that is seen as iconic. Mr. P, Julius Pringles, has been around since 1967. Although they have made adjustments since then, the character and his visual identity have become a global icon, which American popular culture has helped to establish in the collective imagination via series and similar products. . For consumers, the logo is more than just a logo. And that’s where the key point comes in. When a logo establishes itself as part of popular culture, the consumer feels it as their own.

It’s something that you are connected to on a deeper level and the changes become something that goes beyond a brand adjustment. The brand, in fact, has already lost total ownership of its image: on an emotional level, the consumer feels that he is an owner as well. Making changes is seen as a kind of betrayal in the ordinary.

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