The state I live in is undergoing a rebranding.
Over the past couple of years there has been criticism that South Australia – despite its capital Adelaide being repeatedly voted Australia’s Most Liveable City – is not recognised on the world stage, which is impacting us economically.
Despite the brand being “launched” last night, I say “undergoing” as I don’t believe a brand can be launched in one single instant. Elements of the brand’s identity can, but a brand grows, evolves, develops and gets comfortable in its skin.
A brand also includes the people within it. That’s why when creating digital marketing strategies and content, I pay such close attention to the brand’s personality, tone and voice. A brand is affected by how people answer the phone and conduct themselves.
A brand is also more than a logo, which is what my Twitter and Facebook feeds were in a furor about last night.
Now I’m not saying I either love or hate the new logo. Yet. I’m the kinda person that needs to take things in, give myself time to go over them, then make a decision.
I am also empathetic for how difficult it is to create a piece of design – especially a logo – that EVERYONE is going to love.
It seemed to be the creatives in our state that were up in arms the most about the new logo and branding last night.
While some of them did make legitimate points (the stylised map of Australia does not include our island state Tasmania), I wonder whether they have forgotten what we (as collective members of the creative industry) often preach when our clients tell us that they “don’t like orange” or their “wife doesn’t like it” etc.
A logo is not just for you (as the client) it should communicate with your target audience.
Again, not saying this solves it, but given the reason for the initial rebrand (not being recognised overseas and for our export and commercial opportunities) are the constituents of South Australia really the target audience? Or everyone outside of it?
Just a thought.
Also the logo solution should have been based on a brief (I haven’t seen it so don’t know whether it fulfils it), and someone approved it.
Anyway, I didn’t mean to ramble on about the logo itself. What did take me most by surprise was the collective bitterness towards the new logo.
And there is already a Facebook Page created that while it says it is “This is a place for both to debate the merits of either going “back to the drawing board”, keeping it or being brandless” is called Rebrand SA Again, so I think the creator may have an opinion on it already.
This seems to confirm an article I read this week about a study that shows Twitter is full of haters.
I think there are a few reasons for this:
- We are people who use a channel that makes it easy to broadcast our opinons. And we have them. Lots of them.
- There is a safety in typing our opinions rather than saying them aloud to the people involved (although I am also confident many of the people who tweeted about the logo last night would have no qualms in sharing these opinions aloud and to the designer and others involved in the project).
- There’s a mob mentality to Twitter. Once a few people express their thoughts, it makes it easier for others to jump on board, and possibly intimidating for anyone else to chime in and share an opposing opinion (but not always).
I also believe that Twitter allows you to gravitate towards people who share similar views as your own.
While I find my Facebook network is made up of people whom I’ve met in real life and become “friends” with through physical circumstance and may not necessarily have many common interests, my Twitter network is comprised mainly of people who I share common interests with, some of whom have then become friends.
Amidst all the negativity last night (and what will probably follow today) there has been some positive feedback regarding the new South Australia branding, and more reasoned arguments about the elements and evolution of brands.
I’m still making up my mind. Definitely interested to see how this story pans out and the complete new South Australian brand develops.
Below: The official Branding South Australia launch video.