New School, New Audience

Added on by James Cronin.

- The role of social media in a rebrand.

Since 2010 when US clothes retailer Gap ditched their new logo after an outcry online, brands have been made aware of the power of the modern consumer. Launching a new visual identity will always come with some negative comments because people are resistant to change but with the advent of social media, users can now have their opinions heard.

Brands can often use a rebranding exercise as an opportunity to engage with the consumer and use it as a form of promotion. How then can a brand engage with a hostile audience? Well a few months ago, New York University ‘The New School’ responded to the negative reception of its rebrand by getting its designer, Paula Scher of Pentagram, to respond to ‘mean tweets’.

“Holy crap the typography is so jumbled. Looks like Star Wars had an affair with Comic Sans” @MD_DC

While acting as a form of promotion for the school, it also provided an opportunity for Scher to defend and even explain her work. An opportunity most designers are not always lucky enough to have.