March 27, 2020
Logo Tweaks Encourage Social Distancing
McDonald’s, Audi and Coca-Cola were among the big name brands altering their logos in social media/advertising campaigns to encourage social distancing amid COVID-19.
McDonald’s has temporarily separated its trademark golden arches.
Some international McDonald’s locations separated the golden arches in the fast-food chain’s logo to remind people about the importance of social distancing during the coronavirus outbreak.
It’s one example from a number of household name brands that are tweaking their logos to incorporate the concept of social distancing amid the novel coronavirus pandemic.
Other brands getting in on the logo rearrangement include Audi, Volkswagen, Chiquita and Coca-Cola.
Still, some critics are panning the branding experiments as shallow and ineffectual.
In international markets that include Brazil and India, McDonald’s sought to encourage social distancing by moving apart the two arches in its logo. Social distancing is deliberately increasing the physical space between people to avoid spreading illness. Health officials everywhere are recommending that people practice it to check the spread of COVID-19. McDonald’s didn’t change up the logo at physical locations, but promoted the coronavirus-conscious look on social media.
View this post on InstagramA little distance goes a long way! Stay home, stay safe. #SocialDistancing #StaySafe
Meanwhile, Coca-Cola was playing off its usual advertising theme of bringing people together over its soft drinks in an ad that says, “Staying apart is the best way to stay connected.” The ad was running in New York City’s Times Square. The normal interlocked script letters of the Coca-Cola logo were spaced out to emphasize the message of social distancing.
"Staying apart is the best way to stay united."@CocaCola's #SocialDistancing message up on Time's Square billboard. #StayAtHome 🙏🏽 pic.twitter.com/DBJlW0r6Jh
— neha jaynarayan 🗨️ (@bellethewinebae) March 23, 2020
Elsewhere, Chiquita, the international provider of bananas and other produce, removed the famous Miss Chiquita character from its logo. An Instagram post provided the explanation that the brand ambassador was practicing social distancing and remaining home. The post’s message read: “I’m already home. Please do the same and protect yourself. #stayhome”
Held under shared ownership, Audi and Volkswagen were promoting social distancing through videos posted to their respective social media accounts. The Audi video showed the normally interlocked rings of the luxury automotive brand’s logo spaced out and disconnected. Similarly, the typically interwoven “V” and “W” of the Volkswagen logo were separated.
Stay at home, keep your distance, stay healthy, support each other – we are in this together. As a global company and a global community, our highest priority is to identify any opportunities to #FlattenTheCurve. Stay safe. pic.twitter.com/uwsW2JbhEu
— Audi (@Audi) March 20, 2020
We are #Volkswagen. Thanks for keeping your social distance! #FlattenTheCurve pic.twitter.com/JeY27epjhl
— Volkswagen News (@volkswagen) March 23, 2020
Some marketing and advertising experts, as well as commenters on social media, have criticized the logo reconfigurations.
“Understanding the situation, shutting up and doing something helpful is really the only way to go here. When you see brands like McDonald’s or Coca-Cola spacing out their logos in ‘solidarity,’ it strikes a sour note,” Brian Braiker, the editor-in-chief of Ad Age, told CNN Business.
Others, however, appreciated the messaging. The Chiquita Instagram post, for instance, received positive replies, including posts featuring emoji of hearts and clapping hands. One commenter opined: “Once again, your social media person needs to be the CMO! ❤❤❤❤❤”