Tuesday, January 17, 2023

History of a copycat brand in the marketplace

In just over two decades, we've worked to help small business owners put an attractive face on their companies.  We were able to listen closely to our client's goals and needs for these "faces" better known as brands, which has helped many of our clients grow their online and offline exposure.  That's why the history of a copycat brand is so appealing to us.  

Clients will say something along the lines of, "We want a logo that's different, but one that really helps consumers connect with our core values".  If this is you, then this article about a #copycatbrand in the marketplace may help you decide if should copy another brand's logo, even if it's the polar opposite.

There are as many attributes that make up a logo as there are to build a great education.  And, knowingly, even if two companies sell opposite products, it's not necessarily a compliment to copy someone else's logo as a musician might sample the tempo of a popular song.

Last time that I checked, the logo for your company still reigns supreme over the most influential influencer, which is really just an extension of your brand or perhaps more similar to a new fragrance. Your logo, as you know is your brand's single most identifiable symbol.  Here in the United States.  There's Apple's "apple", McDonald's "golden arches", Nike's "Swoosh", Starbuck's "siren", and Coco Chanel's "CC" just to unpack a few.  All are super popular, none mimics the other.  

But, let's go back to a time when Whole Foods Market, introduced a new private brand called 365, a remarkably catchy logo that used four primary colors, and a simple, wholesome character.  There's just one problem here, the logo looks like it was made by Microsoft.  

The similarities of these two logos only entered my mind when I would visit Whole Foods, never did I see the Microsoft 365 logo and think of the Whole Foods brand.  I'm sure there's a dollar amount tied to that, but moving on.  The logos share the same colors, shapes, and for the most part similar values (functional, important, smart, wise, natural).  However, what brings this observation to our blog is the recent email migration at Godaddy.  That is to say, Godaddy Workspace Email is being retired and  Microsoft 365 is the way of the walk.  Microsoft 365 Email certainly brings a host of benefits that the Godaddy Workspace just can't do in a manner that keeps small business owners efficient.

Here's the kicker, Whole Foods changed its private brand 365 logos to one that's relatively simple in comparison to the Microsoft 365 logo.  I believe this was a smart change.  Disclaimer – I'm not implying that Whole Foods copied Microsoft, however, the similarities are remarkable.

What do the colors in the Microsoft logo mean?

The four squares are meant to express Microsoft product portfolio diversity" – blue represents Windows, red equals Office, yellow Bing, and green equates to Xbox.

Not to be confused with the Whole Foods 365 logo (originally introduced in 1992 by the Nancy Frame Design), highly resembling the Microsoft 365 logo, was created to celebrate Whole Foods' belief that fresh healthy foods can be readily available to more people in an affordable way every day… 365 days a year.  The 365 by Whole Foods logo was updated in both 2013, and 2015 with only mild changes in its overall appearance. 

 "We designed the original 365 logo and package design system to help Whole Foods attract conventional grocery store customers with a value-priced line backed by Whole Foods' reputation for quality." – Nancy Frame Design

Sometimes as a small business owner, you can benefit from taking shortcuts or using ways of conducting business that has been improved over the years.  However, there's one element of a business that you should refrain from, and that is creating a logo for your new brand that looks too similar to another brand. Often our clients will reference logos of other brands that they admire, but a successful logo depends heavily upon your brand's primary goal, and how you want to position your brand in the marketplace (demographic).

Sometimes all you need is a little help.

Oevae.com can help you sort out the graphic details.  We offer a full suite of marketing solutions for small businesses, entrepreneurs, and startups.  And, for those who just need marketing advice, you can take advantage of our two decades of experience – Oevae offers Small Business Therapy – A short conversation can do wonders for improving perspectives and bringing clarity to the Internet/marketing terminology, and how you can utilize the latest marketing technologies to grow your small business most efficiently.

Small Business Therapy is billed at $0.99/per minute with no minimum. So you get the marketing help you need in less time, and at a fraction of the cost.

Simply purchase the number of minutes you would like to discuss your topic. You will receive an email with a Zoom link and calendar within 24/hrs.

Make a brand difference.™