Create a photo journal for the four companies that have undergone organizational shifts.

1. ORGANIZATIONAL SHIFTS PHOTO JOURNAL
Cristen Yancey AET – 560 June 27, 2016 Dr. Gregory Dlabach

2. OLD SPICE
Purchased by Proctor and Gamble in 1990, Old Spice launched a rebrand in 2002 to target the
younger consumers, but at that time they were met with stiff competition known as AXE (Riches,
2014). In 2010, Wieden and Kennedy created “The Man Your Man Could Smell Like” campaign for the
brand (Riches, 2014). The ad agency brought in actor Isaiah Mustafa originally, then later added actor
Terry Crews to the campaign. These changes spoke directly to the women in the man’s life because
both actors are very attractive men and caught plenty of attention.
According to “History of Old Spice” (2016), the first Old Spice product, called Early American
Old Spice for women was introduced in 193, closely followed by Old Spice for men I 1938. For many
years society liked Old Spice to older me between the ages of 50-60, but the recent rebranding took a
turn towards the younger generation with the introduction of new fragrances and products. An Old
Spice gift to a younger person is no longer considered creepy from the grandparents.

3. DOMINOS
In 2015, Domino’s Pizza decided to rebrand their organization by dropping
“pizza” from the name. This was done in an effort to highlight the growing menu
items. Domino’s sell everything from chicken, pasta, sandwiches, and even
desserts. According to "Domino's Brand Transition Appears to Be Working
(DPZ)" (2015), being associated almost entirely with one food leaves a brand
vulnerable. The original design of the organization was focused solely on pizza
and this shift to merge into other entities was a great change for the
organization. More and more companies are branching out and selling
everything from breakfast to alcoholic beverages and healthier options.

4. MCDONALD'S
McDonalds has gone through several rebranding
campaigns since existence, but this latest trend
changing the packing to a simpler and bolder
design was a great change for the organization.
They have made a significant change from the red
and white packaging to “bold typography in
bright colors (“McDonald's launches "striking and
in-your-face" packaging designed by
Boxer,” 2016). “The new look is simple, fresh and
consistent with the company’s vision to be a
modern and progression burger company”
(“McDonald's launches "striking and in-your-face"
packaging designed by Boxer,” 2016). This
rebranding is just what the economy needs right
now. Globally, with technology taking over almost
everything society does, a simple bag and simple
approach to the world’s favorite fast food chain is
a welcomed change. “McDonald's launches
"striking and in-your-face" packaging designed
by Boxer,” (2016), states that McDonald's has
committed to sourcing 100 per cent of all its
fiber-based packaging from recycled or certified
sources by 2020.

5. FEDERAL EXPRESS
The name and logo rebranding in 1994 for Federal
Express is a great example of rebranding. CEO Fred
Smith wanted to ensure that the name was shorter
and that every FedEx truck was visible and
recognizable at least five blocks away
(Gunelius, 2016). Gunelius (2016) states, one of the
most overlooked but brilliant aspects of the FedEx
logo is the hidden arrow. While arrows are typically
considered an overused design element, it makes
sense to include one in the design of a brand whose
entire purpose and promise is to move things from
one place to another quickly and efficiently. This
change in the organization shows that society is
changing and that everything is fast paced. Ensuring
that customers receive their packages timely is a
primary goal for many package and freight delivery
companies. The use of the simple logo and the belief
in faster service puts FedEx in a great market space
for competitors.

6. REFERENCES
• Dominos. (2016). [Photograph of rebrand logo] Retrieved from https://www.dominos.com/en/
• Domino's brand transition appears to be working (DPZ). (2015). Retrieved from
http://www.investopedia.com/stock-analysis/071615/dominos-brand-transition-appears-be-working-
dpz.aspx
• The Dieline. (2012). [Photograph of Old Spice Classic Logo] Retrieved from
http://www.thedieline.com/blog/2012/12/19/old-spice-classic.html
• Gunelius, S. (2016). Branding the Right Way – Rebranding FedEx. Retrieved from
https://aytm.com/blog/research-junction/rebranding-fedex/
• History of Old Spice . (2016). Retrieved from http://news.oldspice.com/about/history_timeline
• McDonald's launches "striking and in-your-face" packaging designed by Boxer. (2016, January). Dezeen, (), .
Retrieved from http://www.dezeen.com/2016/01/11/mcdonalds-packaging-rebrand-boxer-fast-food-
graphic-design/
• Old Spice. (2015). [Photograph of Old Spice Truce] Retrieved from https://www.youtube.com/watch?v=-
HXVfH1P8YU
• Riches, M. (2014). The Old Spice Rebrand: Zero to hero on a horse. Retrieved from
https://www.printsome.com/blog/2014/old-spice-rebrand-zero-hero-horse/
• Wikipedia. (2016). [Photograph of Original Domino’s Pizza Logo] Retrieved from
https://en.wikipedia.org/wiki/Domino%27s_Pizza