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When a Brand Identity Gets a Second Meaning – Let’s Hope by Chance…

Brand identity chilled ambient
Waiting for your food? Chilled ambient and the ‘wheel of doom’ from apple…

They have everything going for their brand identity. Clean, clear type and colours. A bold message. A modern feel. Shame that the first thing I associate with their logo is not anything to do with food and transport / logistics – it’s simply the feeling of frustration and losing time watching the famous Apple pin wheel rotate on my screen.
What is a shame is that exactly this association of waiting is less than appropriate with a delivery company of any type.
Apple Pin Wheel Icon
Looks familiar? What a shame about the implied association which seems to be a bit ‘off brand’ message!

Apart from that… I like!
 

brand design, brand identity design, Funny, Logos

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