As I was flipping through the flyers in my Saturday morning paper, I came across something rather shocking: Ivory soap had changed their look. I grew up with Ivory, and couldn't help feeling a sense of shock and disappointment. It's a little baffling why I feel this way because I'm a part of the design world and know why they modified their look, but maybe it's because I'm a part of the design world that I'm so confused. I don't understand their design choice. Ivory is a classic brand that has been around since 1879. That's older then Coca-Cola! I admire brands like Coca-Cola, who have stayed true to their heritage designs, with minimal changes despite the changing world. That shows true belief and trust in their brand. While Ivory has undergone changes in their brand before, I feel like this complete overhaul is too drastic. That haven't only changed the packaging, they've changed the logo. I know that they are trying to go for something simple, clean and modern (their slogan is keep it pure, clean & simple) but their choice of a sans-serif typeface is going too far. Serifed typefaces portray a sense of history, class and staying power, things that Ivory has in abundance. They shouldn't have gotten rid of that. Brands that have been around as long as Ivory, in my opinion, really shouldn't be trying to rebrand themselves, because in the process of changing their look, they lose a part of who they are, and where they've come from.
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