Logos are an important part of a brand’s image.  It only takes a couple seconds for a viewer to decide whether a design leaves a positive or negative impression on them. That’s why it’s unbelievably important for brands to convey the right message quickly

These first impressions are made subconsciously and are based on the combination of several different factors. We’ve shown you before what happens when some of our favorite logos have their colors swapped or lose the typefaces that made them so iconic. The results ranged from comical to just plain awkward, so we’ve decided to flip another round of logos. This time we’re turning the fashion world upside down, and I’m pretty sure Anna and Karl wouldn’t appreciate it.

LogoSwap_HermesDonutsDespite the similar oranges, I have a hard time believing people would be willing to fork over 100k on a crocodile handbag from Hermes if they switched logos with Dunkin’ Donuts. This combination of colors and bubble letters looks really energetic and playful- not at all like the prestigious brand we know Hermes to be. Dunkin’, on the other hand …looking classy! They could probably raise the price on those donuts by at least three bucks.

LogoSwap_LegoBanLEGO is one of those brands many children recognize before they even learn to speak. It’s a symbol of childhood. This style could only work for a toy company, as you can see with this swap. It’s another example of bubble letters and bright colors not working to sell quality accessories to adults.

I doubt children want to see their beloved LEGO logo turned into a monochromatic script, either. Not only is it boring, but I’m fairly certain kids don’t read cursive anymore, so this swap would be a complete disaster.

LogoSwap_VogueYearThe logo for the most influential fashion magazine in the world has to be timeless. You know what isn’t timeless? A flying yellow shoe. The classic serif font used for the real VOGUE logo is a much better choice, especially since the logo has to complement the magazine’s cover photo.

Good Year probably isn’t going to sell a lot of tires with such an understated, elegant typeface. These tires aren’t made for the runway; they’re made for the streets. It’s highly unlikely their customers care if black is the new black. The color scheme they have works best for them because a bold yellow creates a sense of urgency to buy.

LogoSwap_FisherChanelIf this doesn’t make you laugh I’m afraid I can’t help you. This version of the Chanel logo wouldn’t impress anyone in the fashion world with such a quirky, child-like font. It’s hard to stake a claim on the phrase “little black dress” when your logo design looks like it would be better suited for a toddler’s plastic kitchen.

Should Fisher Price rebrand after seeing this post? Probably not, since this typeface is severely lacking in fun. However, if a kid showed up to kindergarten in a pair of diamond FP studs, I have no doubt they’d be the classiest five year old on the playground.

Sure, the brands I chose couldn’t be further from each other in terms of style.  This is probably the only time you’ll ever see a Chanel/Fisher Price mash-up, but that’s really the point. What works for one type of product doesn’t necessarily make sense for another. All the small details and choices you make when creating a new logo matter, so be thorough and make sure you’re selling to the right audience.