Saturday, September 5, 2020

[NEW!] Child Creates New Logos For Great American Cookies and Marble Slab Creamery?

Earlier this week Global Franchise Group (GFG), based locally in Sandy Springs, revealed redesigned logos for two of its six concepts.  Great American Cookies and Marble Slab Creamery both received new looks in addition to a third logo that combines both brands for when there are co-branded units.  Following the lead of fellow franchise juggernaut FOCUS Brands, the two new logos are notably dull and unexciting and devoid of any character or emotional connection their prior looks possessed.  

Research reveals there is good reason that the look and feel of the new logos is just about as unappealing, if not more than the recent revamp of FOCUS Brands concept Moe's Southwest Grill: the same firm is responsible for both!   "Nationally recognized" brand consultancy and creative agency, Sterling-Rice Group (SRG) is behind not only the Moe's, Great American, and Marble Slab redesigns, but also the new branding of Jamba Juice, Schlotzsky's Austin Eatery, and Cinnabon, [all FOCUS Brands] too.  Last year SRG also took all the fun [and color] out of Round Table, a pizza franchise owned by GFG, and created a basic and modern, yet dull new logo for them, too.  

Launched in 1977 at Perimeter Mall, Great American Cookies has gone though several logo changes over time, but none that resulted in anything as dull, boring and sterile as the one concocted this year.  Where once, like Moe's, the brand had a unique identity and immediate familiarity, the new logo looks forced and plain and the kind of logo a seven year old might use for her neighborhood cookie business.  

Marble Slab Creamery, launched in Houston, Texas in 1983, also had a unique, playful logo that was identifiable and had character.  Its new logo, clearly cut from the same cloth as the new look of Great American Cookies, now lacks all that once made it youthful and appealing.  Redesigns are great but, as Pizza Hut realized, sometimes the "OG" logo is best.  

"Global Franchise Group's mission is to champion our brands. Elevating and investing in the Great American Cookies and Marble Slab experience is a perfect demonstration of that commitment," said Paul Damico, CEO of GFG. "These brands are nostalgic, popular and category leading. They now have a future defining vision that will set them far apart from the competition, delight our customers and empower our franchise system."   

Damico was named CEO of GFG in April after stepping down as CEO of Chicago-based quick-serve Mediterranean eatery Naf Naf Grill.  Damico joined Naf Naf in 2017 after stepping down as President of FOCUS Brands.  [FOCUS Brands is owned by private equity firm Roark Capital Group which owns a stake in Naf Naf.] 

While GFG's goal may have been to "elevate" their brands and "set them far apart from the competition," several comments on Facebook from "fans" tell a different story.  

One comment, that was "liked" nine times reads: "Not a fan of the new logo at all, the old logo could have been maybe vamped up if you pleased but the bright colors were so fun and happy. This is just dull and drab. Somethings are just better left alone!" 

Another "fan" (or maybe former fan?) writes: "Let’s start a petition!! GO BACK TO THE OLD LOGO !! The new one is boring and sucks 😭" 

A response to the petition comment from another disappointed person reads: "Plus it looks cheap like $1 isle at DG cheap 😢" 

One comment, from a woman who identified herself as a 10 year manager of a Great American Cookies said of the change:  "I am afraid this is a huge mistake, my two year old Grandson associates our logo to our store to our cookies, this is what all the customers look for when coming to our counter, i am not a fan of the new one." 

There is no doubt the logos of both Great American Cookies and Marble Slab Creamery could have used an update but the new changes made are just not beneficial. 

What do YOU think of the redesigned logos of Great American Cookies and Marble Slab Creamery?  Are you more or less inclined now to purchase products from either franchise?  What recent redesign either mentioned above or not do you think was done best? Worst?

Please share your thoughts below.  


Anonymous said...

Call me dull, but I actually like the new logos for these two companies. Oh well.

Tammy said...

They suck and are boring! Please keep the old ones!

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