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Best Buy tests new logo at Mall of America Best Buy is trying out a new logo and brand image aimed at classing up the joint a bit. I know, it's hard to imagine anything classier than a two-story, canary-yellow price tag, but apparently it's possible. The new logo first appeared in August with the opening of a new Best Buy location in Minnesota's Mall of America. For now, it's just a one-store test. "Our intent is to get learning in an open way, not necessarily to 'roll out' anything in that store," Best Buy CMO Barry Judge writes on his blog. "I need to emphasize that we have not decided to iterate our logo." According to Brand New, the font is a modified Klavika, if you care about such things. If response to the new look is positive, maybe Best Buy will consider a few more ways to go upscale. A good start might be to quit badgering me about extended warranties like I'm some rube from Glengarry Glen Ross. —Posted by David Griner

October 15, 2008 in Best Buy, Griner, Logos | Permalink

Comments

i don't know exactly what it is, but for some reason Best Buy's logo update test reminds me of Walmart's recent revamp... http://walmartstores.com/Media/Cache/rx2993_6bfi8bfi8efkkr8zfi8tyfhxxxxxx8u9fi87fi8atfxs3aw8tufhxxxxxx.jpg

Posted by: bton | Oct 15, 2008 9:19:43 AM

I'm with bton on this one; is a new trend starting with companies throwing random marks at the end of new logotypes? (Given Best Buy's actually makes sense.) Seeing the two logos together, though, really shows off just how garish the old one is.

Posted by: Rebecca B. | Oct 15, 2008 3:46:11 PM

Agreed with both bton and Rebeeca. In the case of Walmart, I think they figured that just using type was rather plain and decided to make a logo. The last Walmart logo I remember was the rolling back prices Smiley and that image in general has/is overused.

Posted by: Thomas H | Oct 15, 2008 4:12:47 PM

Is that the same font Playstation uses?

I'm really shocked that this is newsworthy. It's as if a celebrity deciding to stop signing autographs with a little heart at the end were a news item.

And I'm sure someone made some cash coming up with this nonsense. Marketing is such a stupid business.

Posted by: whistle | Oct 16, 2008 9:16:39 AM

The new logo is easily forgettable and wont grab attention.

I would think it wont be nearly as strong for their brand.

No reason to fix what's not broken.

Posted by: bob | Oct 16, 2008 11:28:50 AM

I'd like to throw in the pot that Stop and shop ans its sister company Giant have done exactly the same thing. http://www.underconsideration.com/brandnew/archives/stop_and_shop_for_a_new_logo.php
I don't know what this trend is with making the logos of companys more boring, frankly. First Pizza Hut in 99'(shudder),then Walmart, Stop and Shop and now this. Its like they don't know anything about brand identity.

Posted by: Mattavina | Oct 16, 2008 12:41:35 PM

bton is right. Add Reebok to the list as well.

Posted by: tommytimp | Oct 16, 2008 1:03:02 PM

The logo isn't the only thing they're testing. We visited the Mall of America store last month; our impressions are here:

http://www.retailnetgroup.com/Newsletters/Files/RNGStrategyAlert-10.pdf

Posted by: Keith | Oct 16, 2008 3:54:54 PM

This is the best they could come up with? Someone in creative should get fired. I agree with Whistle, it is easibly foregettable and just boring. At least the current logo is bold, dynamic, and gives you the impression of "best pices."

I say scrap this new idea.

Posted by: exploded | Oct 17, 2008 5:22:51 PM

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