17 June 2015 | Team Tamar

Why are people so upset by the new Spotify logo?

spotify

A lot of angry Spotify users took to Twitter this morning to complain about the colour change of the Spotify logo on iOS devices. Like any great consumer uproar, it’s even got it’s own hashtag: #50ShadesOfGreen. Despite the arguably minor change, in general the response has been full of negativity and confusion.

Will there be long-term repercussions or is this like any other short-lived Twitter controversy that will dissipate into the ether?

Why Change it?

It’s not yet clear why Spotify decided to make this change. Some are speculating that it’s a ploy to stay at the forefront of the public’s mind as the new music services are making headlines. It’s very likely that this was the company feeling threatened from the announcement of the Apple Streaming service last week. With such an obvious power move, there’s a chance their plan could backfire and remind users of all the other things they don’t like about the service. With over 50% of their 38 million users using the premium subscription, they have clearly given people an incentive to shell out the monthly £9.99. The paid version is ad-free and even allows users to download songs to listen to offline. With such a dedicated fanbase, do they really have anything to worry about?

The competition

Price is always going to be a factor, especially when the same service is on offer from multiple companies. The long-anticipated Apple Music is offering a single membership of $9.99, offering a similar range of benefits as Spotify, as well as the added bonus of connecting to all your Apple devices. This could be what steals the Apple-enthusiasts away from Spotify, considering over 1 billion Apple devices had been sold, even before the launch of the Apple Watch. Tidal is the other headline-stealing company that’s emerged this year. Unlike the other two, there is no free version, with the price ranging from £9.99 to £19.99, their launch strategy was more than disappointing. Most people would agree that promoting the fact it gives more money to the artist isn’t as convincing when the founders are two of the richest music artists in the world.

What to consider before a logo change

Whether the logo change was a response to competition or not, it’s important to always consider the long-term effects of any change in logo… especially for a well known brand. Nearly all of the biggest brand names in the world have evolved their logo to be unrecognisable from the original (just look at Apple), but it should always be approached cautiously and with careful consideration of the following:

– A change should only be considered if it will bring greater value to the business

– Conduct research with current customers/users/fans to understand what their opinions are on the current logo and how they’d react to a change

– Be prepared to explain the reason behind the change at launch to avoid the confusion of #50SahdesOfGreen

– A complete re-design will make your brand unrecognisable to your fans, so smaller changes (like what Spotify have done) is a safer way to retain your audience

We’re hoping that Spotify will release a statement soon to explain their reasoning behind the mint green, but it’s clear that regardless of their reasoning it’s made a big splash and reminds us of how opinionated internet users can be!

Team Tamar