In as far as the communication is concerned, It is immediately clear that Mr D has turned its focus to the young, hip, tech savy customer in an effort to cement the Mr D brand into the hearts, minds, homes, and smartphones of the future and present South African family. This seems, in my opinion, an effective, direct challenge to the new Uber Eats brand as Mr D, by sheer infrastructure, has a far wider footprint in South Africa and is now repositioning itself to the Uber clientele as a better alternative.
The new logo also tends to get visually crowded and hard to identify when placed alongside other logos.
Example in below image:
That said, While drastic change is very often a necessity (and in the case of Mr D, is indeed a catalyst for the growth of a new client base) I am not convinced that the extreme change, embarked upon by Mr D, from visual sophistication to juvenility, was the correct strategy to undertake. While I will be the first to admit that I do not by any means know the solution to the following, I think that Mr D should have considered walking the visual line between their existing clients and the potential new ones. The move from the personable smiley face logo to a cartoonesque style icon does leave one asking, “why?”.
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