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…”
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.
You just don’t stick a techno -star-trek font and say, “look at us we’re fresh and hip”
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.
Another fail is their website design which I will not discuss lengthily.
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.