Why? Why would PicknPay (They’ve dropped the apostrophe before the “n”) choose to throw money at an international company for their new logo?
I don’t get it. Are they trying to say that they have no faith in local designers and marketing companies? Or are they saying that an international firm has a better understanding of what South Africans want to see?
Either way I think it was a bad idea for PnP to go abroad instead of making use of the pool of great minds and designers here in SA.
That money (R100m) is being used to rebrand something like 400+ stores nation wide and launch a new range of products around SA. It seems as though they are competing with Woolworths now in a very direct manner.
I am personally not exceptionally fond of the brand even though it is an improvement on the old one. Here are the two images side by side:
The company that was used is called Landor and is based in the UK. I wonder how this came about? Were tenders put out? Did PnP shop around? I’m interested to know. PnP doesn’t even feature on Landor’s client list on their website…
For now let’s just be glad that PnP is trying to step in to the current century with an attempted redesign.
More reading on the topic here and here.
Similar Posts:
Popularity: 2% [?]
November 20th, 2007 at 9:14 am
Attempted logo redesign is ok so long as it does not create drastic changes on the original. PnP should make sure that the modified logo is easily identifiable by the people.
November 20th, 2007 at 9:19 am
Ironically they’re were one of the first members of the Proudly South Africa campaign.
The new PnP logo looks the same as Tesco. Coincidence?
November 20th, 2007 at 3:01 pm
What’s worse is that they used the same font as Facebook logo fonts
lol,
November 20th, 2007 at 3:13 pm
@Yasser – that is a fantastic point!! I didn’t even notice that. How cheap!
November 20th, 2007 at 3:38 pm
The apostrophe may be gone but not the spaces before and after.
November 20th, 2007 at 3:54 pm
And there is an distinct similarity between the new logo and Flickr… Are they planning social shopping 2.0 you think?
November 20th, 2007 at 4:03 pm
@Simone – Good point!!
@stii – Ye, looks that way, great term, Social Shopping 2.0.
November 21st, 2007 at 7:12 am
I think the new logo is hideous!! Worth the whopping 100mil? Not so much!
November 21st, 2007 at 9:56 pm
As with most corporates, they throw money and resources away like soiled underwear…
100m? -could’ve fed a lot of people..
November 22nd, 2007 at 2:06 pm
Eeew. It does look cheap- and totally unrecognisable as Pick ‘n Pay.
November 22nd, 2007 at 3:40 pm
Well in real life R100 million is like 8 million pounds, most corporates wouldn’t get a T-shirt printed in the UK for such little money, so to get a whole Logo done,although crap(you get what you pay for), must have come down to hard core negotiations on pick n pays behalf, rebranding exercises normally run up way bigger bills than that
November 24th, 2007 at 8:45 pm
“Inspired by you” – might have been Zuma’s campaign-slogan… or any party’s motto for that matter…
When I was in college, they taught me slogans should say something about your brand and make it stand out.
None applies for this worn out, un-inspired slogan (and dull blue), as it could be used by any public service, used car-dealership or drug-cartel; moreover, Siemens wanted me to ‘be inspired’, around 2001…. the only inspiration I got so far was to write this comment – that doesn’t bode well.
Other than that, I will still shop with them: they are closest by and most convenient to access – so far I haven’t noticed any different inspiration on\from their side and that’s fine with me – as long as they keep their shelves stocked and serve me quickly at the check-out I have no urge to inspire them – do you?
December 4th, 2007 at 2:01 pm
Im of the opinion that we cant blame local business for going overseas. Why the bloody hell should they support BEE companies?
As a percentage of supplier spend, R100 million is a fair whack. Their BEE scorecard is not affected by international business.
Simple economic. Expect to see more of it
December 4th, 2007 at 2:07 pm
Preacher, who said anything about BEE companies?
I could give you a list of ten top class designers who could have done a better job for a small percent of that R100m.
Spending money locally doesn’t always have to mean spending it with BEE compliant companies, especially when it comes to something like a logo design surely?
December 4th, 2007 at 5:50 pm
Landor is just sexier: closest office is Dubai, which is good for frequent flyer miles – and sounds better at the bar – above all, they have the ‘name’ – it’s much wiser to put that on your CV than some local studio name nobody outside RSA has ever heard of – no matter how tiny a client you might have been for L, no matter what ‘R 5.000,00′ work they deliver…
Iow: what would you do if your boss paid you to waste his money: go for your CV or go local?
November 24th, 2011 at 12:02 am
This is my Excerpt