Sam’s Club has a new logo. Look closely at the apostrophe.

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Sam’s Club has a new logo. Look closely at the apostrophe. (www.fastcompany.com)

So Sam's Club had some ad agency come up with some Lucent Technologies-level bullshit.

We're using the diamond to represent shared ownership. It's your club.

Diamond

Naming your "mark" after a completely worthless Veblen good that the target audience - GenZ, etc. - probably isn't going to buy and can't afford anyway - is certainly the way to get noticed. Let's not even talk about the font itself, that "all lowercase" nonsense is so yesterday, and the style is so polite it's boring.

It says nothing about the brand and makes it look like the company created their own white-label brand and called it the same thing as their main brand.

So Sam's Club had some ad agency come up with some Lucent Technologies-level bullshit. We're using the diamond to represent shared ownership. It's your club. > Diamond Naming your "mark" after a completely worthless Veblen good that the target audience - GenZ, etc. - probably isn't going to buy and can't afford anyway - is certainly the way to get noticed. Let's not even talk about the font itself, that "all lowercase" nonsense is so yesterday, and the style is so polite it's boring. It says nothing about the brand and makes it look like the company created their own white-label brand and called it the same thing as their main brand.

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[–] • 1 pt

All it takes is the story of why they did it.

Hey Frank, let's make the logo a square and turn it on it's corner.

Sounds good to me, but how do we sell it to corporate?

I'll get La-dasha to write some bullshit about it. They'll go for it since they don't want to be called racist.

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