Grand Cinemas “Why not” to fail in rebranding
By Admin I : So gladly Grand Cinemas decided to ditch their gold gradient very unbalanced mix of cheap typefaces they call a logo and rebrand. Rebranding is quite a need for many brands yet the step takes a whole lot more than guts. The rebranding process is perceived as a step that requires a daring decision to change, while the failing examples clearly show that it needs a reach to the audience and an authentic study on how to reshuffle a whole image without making it worse. Sadly, Marketing strategists are the ones taking charge of such decisions, and those “we know everything” head of marketing departments usually end the debate saying that the audience will get used to the rebranding job with time.. buzzzz-no! Even GAP had to do the job twice because of the outrageously bad feedback, and zaatar w zeit – as a local example – is still facing the consequences of taking such a bad step.
Anyways, Grand Cinemas clearly wanted a minimal logo (Gosh, minimalism feels like H1N1, it reaches the mass when it starts to vanish) so the end result came just boring, character-less and could suit a financial institution more than a chain of cinemas. Double checking the slogan “always entertaining” would’ve saved a whole journey of failure, the logo is by no means showing any aspect of entertainment, even talking typography, the use of Century Gothic (or a look alike, typical amateur choice of sans serif) makes the logo feel uninteresting with a very late 90s influence.
Failing rebranding, check. Advertising: hmm… It’s kind of soothing to see that some clients are actually accepting a copywriting approach, and digesting the absence of imagery, or naked women doing irrelevant stuff, that’s already a plus; but what if the copywriting job saying “why not .. doing crazy stuff” came in the same period when LB beer’s hit campaign was saying “do something brave”; Well close to being inspired* or not, that’s not the point, the point is that the use of copywriting probably came to reinforce the minimal approach, but suddenly complicated it, and delivered weird messages like: “Champagne, Caviar and popcorn at the movie, why not” WHY YES?! Who would want a cigar caviar whatever sort of pretentious lifestyle at a movie theater, contradicting the whole concept of cinemas at the first place.
A step further reaching a more pretentious society, living on fake perceptions of appearances, where cinemas will probably have a Botox surgeon in a couple of years, when designers will still fear experimentation and marketers take over the planet and dress it up with Louis Vuitton prints!