This blog features some cool ways companies are switching up branding to show solidarity during COVID-19, as well as fake logo tweaks at the bottom for some comical relief during these tough times.
Unless you’re Zoom or HouseParty, most brands have been negatively affected by the COVID-19 pandemic. However, there are some brands who are re-positioning themselves in these tough times to stay relevant.
Brands need to stay relevant, and it’s brands that do this well that succeed. This ranges from festive ads during Christmas to changing logos to pride rainbow colours during Pride Week. For COVID-19, companies have gotten even more creative by branding in some pretty cool ways. This not only encourages people to play their part and adopt social distancing, but is also a very clever marketing play.
The Real Ones
Now one can argue that this is a little insensitive for brands to do (McDonald’s got some backlash for their logo tweak), but we’ll let you be the judge to that. Here are some legitimate global brands switching up their branding to stay relevant:
The beverage maker is running billboard ads in New York’s Time Square showing each letter of their logo practicing “social distancing” by being seperated. This comes with an encouraging tagline at the bottom too.
Brazil’s McDonald’s is quatanting by splitting McDonald’s famous Golden Arches that make up it’s “M” logo.
The automaker tweaked its logo to show the four rings separated with a tagline similar to Coke’s, “Keep Distance, Stay Together”.
Nike did not change their logo (I mean, how much can you really do with a check mark?), but they did tweak their campaign slogan to “Play inside, play for the world”.
Indian dairy brand Amul got punny with the phrase “Better saaf than sorry!” instead of “Better safe than sorry”. Saaf, in Hindi, means “clean”.
Volkswagen stood out by releasing an ad video instead. After some messaging that we think was good but a little too stretched, the video ends with their icon brands “V” and “W” separating.
No, Jack Daniels did not feature people boozing their liquor because liquor stores have been deemed an essential service in many parts of the world. Instead, they launched a very touching and relatable video.
The Fake but Funny Ones
These fake ones have been created by Jure Tovrljan, a creative director based in Slovenia. He featured the logos on his Behance page just as advertisers started making real adjustments to their logos for the COVID times.