Baby Bunting launches new ‘gender neutral’ branding
Retailer Baby Bunting has launched its new branding, which will roll out across all of its 54 stores and customer touchpoints.
The new branding was developed by creative agency Girl and Wunderman Thompson in response to customer feedback that it needed to be modern and have a gender neutral palette.
Baby Bunting’s new branding
Matt Spencer, CEO of Baby Bunting, said times have changed.
Interestingly, this logo looks like two pregnant women.
The old branding was fantastic.
All those distinctive assets – gone!
https://encrypted-tbn0.gstatic.com/images?q=tbn%3AANd9GcRHABbYEzcyiUZb4bMmyIfcaXYFb1X-QL4yggqljCJDOwQyA0MB
This was done by people who don’t understand marketing.
I suspect that was the point.
Gender neutral branding from an agency called “Girl.” How ironic. The old logo definitely needed an update but you could get that new one done on freelancer for $30. Not much better
How to kill your brand in 1 easy step:
1) Remove all logos, colours, and identity that made your brand unique and replace it with generic out-of-the-box fonts and an easily forgettable shapes (which looks like it’s just Photoshop bucket tool in the spaces of the B’s?).
Did no one in the room know anything about the importance of distinctiveness and visual identity?
The old ‘design’ wasn’t branding at all, and nothing from it was a) distinct, or b) was salvagable enough to deserve to be refreshed.
It was a car-crash combination of a two year-olds’s bubble letters, microsoft word font, and a shit drawing.
Two pregnant “people” surely, because its gender neutral now. Its not pink anymore which means its for everyone, not just females. Pink means female.
the new DDB logo?
I am confused, can anyone tell me what was gender specific about the original logo? Sure, probably needed a refresh but I don’t see what gender has to do with it?
It really needed an update but it looks like a pharmacy now.
Those new bumps are certainly non binary!
I’m with the rest. Pick up any modern good book on branding. Decoded. How brands grow. And you’ll quickly realise how many dollars you’ve just thrown in the bin.
What’s worse is you’ve replaced it with something completely disconnected with what you had.
What’s worse is there is absolutely nothing ownable or distinctive about the new logo.
It’s terrible marketing and terrible design.
Looks great – well overdue and a good look I think.
Before: shit
After: shit
You can’t say something isn’t distinct and then describe it as a “car crash”. Whether it’s aesthetically pleasing or not is not the same argument as whether it is distinct or not. If you really ‘understood marketing’ you would also understand the above.
If anything, having a jarring / ugly / car crash of a brand or logo assists in it being remembered – as opposed to this vanilla, sterile, loveless, “I understand marketing”, BB logo – which looks like it belongs to a mobile phone screen repair store.
Indeed
It’s a shit-arse brand mark… you can’t polish a turd. This is a rough concept that should have been culled in the first meeting – not sent through to production. But hey, we’re all experts.
Could the person who ‘borrowed’ our DDB logo please return it?
Looks good from what I can see. Modern, clean.
The old logo is archaic and was well overdue being binned. Completely unworkable as a modern logo mark, awful colour clash, awful type clash, and let’s not even talk about the white illustrated baby.
However, why PR this now with conceptual mockups? It’s not even out. The website is still the old branding. Surely you could have waited until they’d actually rebranded.
Odd decision
I’d guess that the majority of comments are by those who aren’t Baby Bunting’s target market – I am and I actually like it.
I appreciate the loss of the tacky pink and blue, the demon baby and awful font combo of the old logo. Previously, I thought the stores were filled with dusty old prams and naff nursery bits, but this has begun to change my perception – isn’t that the point?