As mentioned in episode 140, we’ll be launching Carrie’s Corner, a look at all things branding. Carrie posts dozens of pictures throughout LinkedIn and they are so good, that we have to archive them in some way. Like our other guest posters, we’ll be posting these every Wednesday. There are short articles, with sometimes my insights, and sometimes Carrie’s. My insights are not too technical, but treat what I say as deciphering art.
Adam’s Insights: In this picture, we are looking at the choice behind Chipotle’s 3 rebrandings and the implications in terms of font, style and color. For every rebrand, Chipotle gets closer and closer to becoming the mainstream brand we know today. Gone are the days in the Artisanal rebrand of a softer, more specialty restaurant that we all know and love. You can guess that the first rebrand is focused on having Chipotle be just a bit different than its competitors. However, once the second and latest Bold brand pops up, it becomes a similar feel to many competitors out there in terms of complexity.
Bolding and capitalizing letters is an interesting avenue for brands to really feel strong and perhaps aggressive. In fact, one of the arguments on Uber’s rebrand is that switching to a serif based, lowercase font makes the brand a bit more friendly than the controversial bold, robotic version. Uber has its very own explanation here.
