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Dairy Queen's new logo
Dairy Queen unveiled a new logo. Following the pattern of UPS, Burger King, and other high-profile "rebranding initiatives," it's basically the old logo with a swoosh attached. DQ took it a step further, though, stating that the "gold and blue curved swishes [signify] food and treats." This cost how much? (thanks, kottke)
See also: Defining "Branding" (the brand is what you talk about later!)
Mark, You are so right about this. So many companies just don't seem to get it, yet many customer experience elements boil down to applying common sense, treating the customer the way you would like to be treated.
Stephanie Weaver
www.experienceology.com
This costs them a lot. Because it weakens the brand.
Not focusing on the right aspects of a brand or user experience can be as costly as not focusing on the user experience at all.
From the executives' viewpoint (and others), it is features that sell a brand or product, not usability. As practitioners of design and usability, it is our jobs to built value in what we do and set out to prove that worth. Tough job, no doubt...
I'm a graphic designer. I've always been amazed at designers who spin these tall tales, telling their clients what their logo "means". In the Sunday NY Times magazine 2/1/07, page 78...the designer of the Saks 5th Ave logo says "It's a metaphor for the larger-than-life experiences you can find on block after block in NYC". At least he doesn't expect customers to "notice" it. They'd have to be amind reader to even think of it.