Ok, so I’ve been wanting to talk about Goldilock’s new logo design ever since it first came out. Thankfully I have the means now through the blog.
As a kid, I’ve associated Goldilocks as a friendly bakeshop that gives a sense of warmth and yummy cakes. Their humble beginnings and ‘feels-like-home-ish characteristic is the main leverage why they are loved by millions of Filipino families. Also let’s not forget that it’s a children’s storybook classic.
The new logo makes it looks like internet café or hip hair salon. Bad typography – wants to look too modern. Text and background color contrasts are too bright. Little or no association with the previous brand.
This is what Goldilocks representatives had to say:
“We felt that it’s time for Goldilocks to be relevant to the new generation of Filipinos…”
Pinky Yee
Goldilocks marketing director *
I agree that rebranding is a part of marketing and positioning but I just don’t think this was thought out well. They failed to consider the goodwill and friendliness the old logo gave.
Star Trek wannabe?
Whoever was in charge of this campaign was probably the same person who tried to rebrand Araneta Center as the newest and freshest place to be. That would be correct only if you were enrolled in the Star Fleet Academy.
Star Fleet Academy - cubao
You just don’t stick a techno -star-trek font and say, “look at us we’re fresh and hip”
Not advisable for: Cakes, Pastry's and Filipino dishes Company
Sometimes a simple repaint or retouch is good enough. You can give a new position without having to remove the credibility the brand has built through the years.
Website
Another fail is their website design which I will not discuss lengthily.
kinky Asian dating web site... nice
Tell me honestly, does this look like it has anything to do with Goldilocks? Where does it say cakes, bread, pastry or food anywhere? #1 rule of web design “DON’T MAKE THE WEBSITE VISITOR THINK!” Come on Goldilocks! Get your marketing together. Contact me here for a consult.
What do you think of the new Goldilocks logo? Feel free to comment below.
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{ 11 comments… read them below or add one }
i agree. and the website! spell fail.
ayan kasi trying hard magpakabata. It backfired tuloy haha! Buti pa sa red ribbon classy talaga
it does earn some points for being fresh and modern. and if that is the direction the company wants to go, it doesn’t necessarily mean they’d lose all their old customers overnight (like you said, by the millions). it’s a risky, but very wise strategic move to gain share of the younger market, not to mention the twenteeners that might be embarrassed being seen in the ‘old’ goldilocks stores (or red ribbon ones perhaps).
but to agree with the post, aesthetically, it does need a wad of the old warmth, as the new colors are quite lurid for a bakeshop. the logotype is also too geometric. lastly, the website is plain awful.
the real deal is though, Pinoys could care less about the design, if it’s brighter, newer, the latest, it must be better. and in a nutshell, that’s what big Pinoy brands have been doing these past years. Sucky type, new colors, anything just thrown in to either make something old new again, or to ‘reposition’.
While some makes sense (like Metrobank, BDO, Smart, Globe), some are really just out of whack – consider this, if you thought SM’s horrible typography/dated logotype couldn’t get any worse, it just did.
and with that in mind, goldilocks may have done a decent job with theirs.
While it’s nice for them to update their brand, I do think it loses that warmth of being THE bakeshop of the Philippines. And really in general, bakeries and pastry companies tend to stay away from ultra-modern looking graphics and typeface instead opting for classic designs for that reason, make people feel at home, like they were baking these things in their own ovens. I don’t hate it, but I think I’m kind of disappointed. I think the Goldilocks typeface and Goldilocks herself are too iconic to just do away with, especially when it is in favor of a font that could as far removed from what the company is about.
who cares about design. Its the food. Goldilocks even if they changed Logos, will always be Goldilocks. I’ll still buy bread even if theyre backgorung becomes Pink.
Although any company could change their logo a million times, i do not find the new branding of this logo to be a better than what was before. I’m a graphic artist too, but sorry it doesn’t fit much to my standard. I would rather enhance the typography of the previous with a little bit of hand drawn script.
It’s good that they thought of having a make-over. Just to think of having one is already great because it means their open to change. But was it neccessary? In my humble opinion, I really didn’t think it was. Why? Goldilocks is much of an institution as Red Ribbon, Tropical Hut, Burger Machine in the P.I. Obviously it was an attempt to ‘keep up’ with the competition but why not focus on improving the product itself? focus on marketing the products that got them this far in the game (*their polvoron, dinuguan meal etc STILL rules!*) BTW, do they still have that caramel popcorn bags? Or why not ‘make-over’ the logo subtly? The script font is CLASSIC!!! add some gradients, make the lil girl in the logo prettier, THAT kind of change. But changing typogrophy of such an iconic and classic brand MAY actually hurt them. It could induce thoughts of internet cafe’s, salons etc. but bottom line, it introduced the idea of CHANGE to the public. and that change could, may include a change in the product itself. and thats baaaaaaad.
Oh, and the ‘yellow’ they used for the logo upgrade is so rancid that I feel like I could get hepatitis just walkin in there….but thats just my humble opinion.
lastly….they didn’t NEED to be relevant to the new generation of Filipino’s because they are already an institution! Parents teach their kids how awesome Goldilocks is and say shit like “THIS is where we used to go wit lolo and lola for Sunday lunches etc etc.” “This place was where I took your mom on our first date” It represents, strength and longevity and feeling secure that hey, some things never change. Its comforting sometimes when you see brands, foods from your childhood still being there- visibly and hopefully being just as good as it was when your dad took your mom on that date. Maybe it was so good that it’s the reason half of us are alive today. Keep the old logo Goldi! I got a date tonight!
Guess you didn’t like my comment/reply I posted yesterday?
You gave great reviews and feedback on the goldilocks logo design!
hello! im an advertising student i just want to ask you a few questions. how would you suggest re-branding should be done? how would you design a logo without it looking too modern or too flashy? For example burger machine, you think its time to change their logo? its been 30 years and their current logo is feeling a bit out dated.