Ocado is tweaking its planned new logo for rapid service Zoom, after it drew comparisons to the Z symbol used by Russia on its invading military vehicles and pro-invasion propaganda.
Last week, The Grocer reported Ocado Zoom would soon be rebranded to Zoom by Ocado and its logo changed to a white letter Z on a pink circle.
Social media users and the marketing community quickly spotted the style of the Z on the new logo closely resembled the so-called ‘Zwastika’ used by Russian forces invading Ukraine.
“I’m not suggesting they replace it with a sunflower, or change the name, but they’ve got to ditch that style of Z. It’s just too similar to that ghastly Swastika-lite one,” said Martin Ballantine, MD of fmcg PR firm Piracy Corporation. “Back to the drawing board asap.”
Emily M Austen, founder and CEO of PR agency Emerge, agreed. “It’s not usually the longest page in a brand briefing document, but ‘avoidance of invasion based logo likeness’ is usually a given,” she said.
“It’s especially unfortunate because Ocado Zoom is actually a fairly good logomark,” added Kirsty McLean, head of creative at Vertical Leap. “The Z referencing the brand name, as well as looking like a zig-zagging road.”
“But this is definitely an association they don‘t want to allow to fester,” McLean said.
Ocado told The Grocer today that it was now “making a small change to an icon” ahead of the planned rebrand, “in light of current circumstances”.
The company has contributed £150,000 to the DEC Ukraine Crisis Appeal to help provide food, first aid, shelter, medicine, clothes and other aid to those most in need in the country.
“Our thoughts are with the Ukrainian people and everyone impacted by Russia’s invasion of their country. The human tragedy unfolding in Ukraine, and the refugee crisis along its borders, has shocked the world,” an Ocado spokeswoman said.
Some in the industry were surprised the association wasn‘t spotted sooner.
“The team at Ocado Towers probably thought what’s one hour grocery delivery got to do with the Ukraine war, rather than is there a danger that we could be needlessly creating some negative PR. Too often brands become inward looking and forget the British public’s talent for parody,” said Michael Bennett, managing director Pelican Communications.
Others wondered what the problem was. “Ninety-nine percent of people won’t notice, care nor remember. It’s all about context – did Porsche drop their 911 branding after 9/11? Of course they didn’t,” said Ian Humphris, founder of creative consultancy Nokamo.
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