Company Re-branding Peer Evaluation
Uploaded by unistudent on Jun 07, 2022
#1.
In the last decade, Android has made two significant changes to its brand: one in 2014 and one in 2019 (Samat). Customers can differentiate between these versions of the Android brand based on the wordmark and the design of the Android robot. While the original brand logo featured a static android above a minimalistic wordmark, the 2014 rebrand brought a new font and shade of green to the wordmark. This logo solely emphasizes the wordmark as the robot does not always appear alongside it (Imel). The 2019 rebrand reunites the robot with the wordmark but depicts only the robot’s head (“The next evolution of Android”). As of this rebrand, the wordmark changes in font style and becomes black instead of green.
Android made these changes to better represent the company’s values over time: customizability and accessibility (Imel; Samat). The minimalist wordmark and static robot initially created a technology-oriented brand with a focus on developing and innovating. Around the time of the first rebrand, the company transitioned marketing towards a wider consumer audience. It advertised its open-sourcing to developers while simultaneously marketing its general openness to average consumers (“Android: Open to the future”). With the failed launch of its developer-oriented “Android One” products (“Android (operating system)”), Android eventually realized that its audience shifted to general consumers worldwide (Myhre). It then wanted its message and products to be more accessible, opting for simpler brand advertising. This led to a major overhaul in 2019; the company established cohesive, universal branding, used vibrant, easily distinguishable color palettes, and numbered new OS versions instead of naming them after sweets (Imel). These changes persist to the present day through fluid, vivid advertisements aired in 2021 (“#Android12: Designed for you”). Aware of its target market, Android rebranded to better appeal to them.
Score: Analysis 60/60, Effort 40/40 TOTAL SCORE: 100/100
Praise the writer:
The writing piece was very detailed and explained. It stressed the differences between its old and current logos, and how it ties into its shift in branding by expanding their desires on accessibility for a larger set of audiences.
I also liked the explanation and reasoning they found for the rebranding towards the end of the last paragraph.
Offer a suggestion for improvement:
Some of the information given may be unnecessary, such as the slight change in color made into the logo.
2. Fed-ex
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