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!DOCTYPE html>html langen-US>head>meta http-equivContent-Type contenttext/html; charsetutf-8 />title>Dr. Pete -- The Man, The Mystery, The Montage/title>meta namedescription contentWelcome to the home of all things Dr. Pete. By all things, I mean mostly words and nonsense. Look, you get what you pay for. />link href//fonts.googleapis.com/css?familyRoboto:400,700 relstylesheet typetext/css />link relstylesheet href/style.css />link relshortcut icon href/images/favicon.ico>link relcanonical hrefhttps://drpete.co />/head>body>script>  (function(i,s,o,g,r,a,m){iGoogleAnalyticsObjectr;irir||function(){  (ir.qir.q||).push(arguments)},ir.l1*new Date();as.createElement(o),  ms.getElementsByTagName(o)0;a.async1;a.srcg;m.parentNode.insertBefore(a,m)  })(window,document,script,//www.google-analytics.com/analytics.js,ga);  ga(create, UA-58594512-1, auto);  ga(send, pageview);/script>div idmain>div idmainc>div idmainlt>a href/>img src/images/drpete-logo.png width254 height254 altDrPete.co Logo />/a>/div>div idmainrt>	div idmenu>		ul>			li>a href/who-is-dr-pete>Who is Dr. Pete?/a>/li>			li>a href/are-you-a-real-doctor>Are you a doctor?/a>/li>			li styleborder-right: 3px solid #fff>a href/can-i-hire-you>Can I hire you?/a>/li>		/ul>	/div>div idcontent>h1>a href/blog/penguin-refresh-tool>Penguin Refresh Tool/a>/h1>b>March 4, 2016 — By Dr. Pete/b>p>script>function changeImage() {   var image  document.getElementById(myImage);   image.src  /images/penguin-2.png;}/script>p>Its been over a year since the last major Google Penguin algorithm update, and the next update is nowhere in sight. Are you tired of waiting for Google to refresh Penguin? Click the button below:div aligncenter>input typesubmit classbutton2 valueRefresh Penguin onclickchangeImage()>/div>p aligncenter>img src/images/penguin-1.png idmyImage>/p>p>a hrefhttps://twitter.com/share classtwitter-share-button data-textPenguin Refresh Tool -- data-urlhttp://drpete.co/blog/penguin-refresh-tool data-viadr_pete data-sizelarge>Tweet/a>script>!function(d,s,id){var js,fjsd.getElementsByTagName(s)0,p/^http:/.test(d.location)?http:https;if(!d.getElementById(id)){jsd.createElement(s);js.idid;js.srcp+://platform.twitter.com/widgets.js;fjs.parentNode.insertBefore(js,fjs);}}(document, script, twitter-wjs);/script>p>hr />/p>h1>a href/blog/what-i-learned-quarantined-at-marriott>What I Learned About Marketing by Being Quarantined at the San Jose Marriott/a>/h1>b>March 4, 2015 — By Dr. Pete/b>p>After waking up with pink-eye the day after arriving at a hrefhttp://searchmarketingexpo.com/west/>SMX West/a>, Im on my second day of quarantine. Having exhausted most of the reasonable hotel TV options, I made the mistake of watching the Marriott channel on a loop. After a while, the marketer in me just couldnt take it anymore, and so this is my point-by-point response to the "Travel Brilliantly" campaign.p>hr>/p>h3>This is not a hotel. Its an idea./h3>p>Ok, but its also a hotel, right? Im not paying $209 a night for an idea, because Ive got plenty of ideas.p>h3>That travel should be brilliant./h3>p>Technically, travel, as an abstract concept, doesnt have measurable intelligence, but Im gonna let this one slide.p>h3>A promise that space is as expansive as your imagination./h3>p>I dont know, I can imagine quite a bit. Are you talking about outer space? Im not sure what outer space has to do with my hotel choices, but sure, its pretty big.p>h3>Offering surprises that will change as often as you do./h3>p>So, about once a day? What if I just throw on a sweater for dinner? Does that count as "changing"?p>Dont surprise me too early, because I dont handle that well. I dont want some concierge shouting "boo" just as Im getting out of the elevator with hot coffee. Honestly, Im not sure why I want this at all, let alone daily.p>h3>This is not four walls. Its reinvention that will open your mind./h3>p>Well, my room does have a hallway, so its got like seven walls, depending on how you count.p>h3>Innovation that makes checking in as easy as a check-out./h3>p>I havent checked out yet, so Ill hold out for more data.p>h3>And room to breathe./h3>p>Average human lung capacity is about six liters, and thats like 1/5 of a cubic foot. Im not sure this is something to brag about. I could put my head in my backpack and technically have room to breathe.p>h3>This is not business as usual. Its a new way to inspire, create, connect, and yes, dream./h3>p>Im on six prescription medications in a strange bed, so its definitely a new way to dream – Ill give you this one. Im not sure how being chased by man-eating chocolate Zingers across the forest moon of Endor is a net positive, but it b>is/b> a new way to dream.p>h3>Were on a journey to make your travels uncomplicated. Unforgettable. Brilliant./h3>p>Cool – let us know when you arrive. Im on a journey to watch as many episodes of Spongebob in a row as possible while making hats out of Kit Kat wrappers. Were all on a journey, man.p>h3>Because its not only about where youre staying. Its about where youre going./h3>p>Are you going to follow me around town and ask to carry my bags? Are you going to pop into the bar and say "Um, I couldnt help but notice youre drinking here when we have a free happy hour from 5:00-5:08pm." Im sorry, but this is just gonna get weird for me. How about you stay inside the hotel, keep an eye on things for me, and maybe Ill call you?p>a hrefhttps://twitter.com/share classtwitter-share-button data-textWhat I Learned About Marketing by Being Quarantined at the San Jose Marriott -- data-urlhttp://drpete.co/blog/what-i-learned-quarantined-at-marriott data-viadr_pete data-sizelarge>Tweet/a>script>!function(d,s,id){var js,fjsd.getElementsByTagName(s)0,p/^http:/.test(d.location)?http:https;if(!d.getElementById(id)){jsd.createElement(s);js.idid;js.srcp+://platform.twitter.com/widgets.js;fjs.parentNode.insertBefore(js,fjs);}}(document, script, twitter-wjs);/script>p>hr />/p>h1>a href/blog/how-i-did-50000-push-ups>How I Did 50,000 Push-ups/a>/h1>b>February 23, 2015 — By Dr. Pete/b>p>Like all great terrible ideas, this one began with a bet. At the end of 2011, I was chatting with some folks in the a hrefhttp://impossiblehq.com/impossible-league>Impossible League/a> about year-long challenges, and a collective thought formed – What if we did 100 push-ups a day (or "press-ups", as my British friends call them), every day, in 2012? For reasons I cant recall (that I assume involved liquor), I had the bright idea of just "rounding it up" to 50,000. This would, we all agreed, be epic.p>Then sobriety kicked in, and I did the math.p aligncenter>img src/images/50k-pushups-1.png>/p>At a very unrealistic 7 days/week schedule (no breaks, no vacations, no illness), I was looking at 137 push-ups per day. My typical workout was only 3 days/week at the time, which more than doubled that daily tally to 321 push-ups. Suddenly, the only thing that seemed epic about this plan was the impending bill from my chiropractor.h2>What Have I Done?!/h2>I may have panicked... a little. Then, I took a deep breath, and I made two decisions. First, I would attempt to stick to a 6 day/week schedule. Second, no one said (or even remotely expected) that Id be doing this in one set per workout. So, what if I ran those numbers out?p aligncenter>img src/images/50k-pushups-2.png>/p>Granted, 50 sets per day isnt exactly realistic, but this was ultimately a thought exercise. Was there a number per set I could achieve? For me, that number was about 10 – so, I knew that this translated into 20 sets of 10, 5 days a week. At 6 days a week, I could cut that back to 16 sets of 10. It wouldnt be easy, but it was achievable.h2>It Wasnt About Fitness/h2>Running the numbers was a wake-up call, and led to probably the most important realization about fitness goals Ive ever had – its almost never about fitness, its about commitment. I could easily do 3 push-ups in a set. If I was willing to do that 50 times a day, 7 days a week, I could do 50,000 push-ups. Sure, that wouldnt be easy, convenient, or fun, but it was physically possible. The trick was to pick a number I could live with and commit to it.p>Within a couple of months I was doing sets of 20+ regularly, and late in the year I could do 5 sets of 40 and top my daily goal easily. On March 16th, I clocked my first 1,000 push-up day, something I never wouldve dreamed was possible for me. On December 20, 2012, I did my 50,000th push-up. That same day, I finished my secondary goal of 25,000 sit-ups.h2>What I Think I Learned/h2>An astute reader may notice that all of these events happened in 2012, and Im writing this in 2015. Honestly, I keep hoping to find the one ultimate lesson in all of this that will magically inspire, but time has taught me that its just not there. The truth is that I did the work.p>Objectively, this wasnt a very balanced workout. I pushed too hard, especially in March (when I took on a 30-day push-up challenge on a hrefhttps://www.fitocracy.com/>Fitocracy/a>), and Im lucky I didnt end up with a serious shoulder injury. I eased up after that, and tried to learn my lesson.p>On the other hand, I got stronger – the entire year. It was real, functional strength (I could tell when I picked up my daughter, who turned two that year), and it didnt plateau. Dozens of people told me at the beginning of the year why this workout was a bad idea, and maybe it was, but not for any of the reasons they gave me. People have a lot of strong opinions about exercise, and 95% of what youll hear from 95% of people is just that – opinions.p>In retrospect, the workout didnt matter that much. Sticking to a big goal for an entire year changed my outlook on just about everything I do. In October 2013, I finished my first marathon (5:13:39 – not spectacular, but hardly embarrassing), something I had talked about for years and never made the commitment to do.p>I think now in big, year-long goals, and when I doubt Im capable, I always look back on those 50,000 push-ups. It didnt have to be push-ups – really, it didnt matter. What mattered was finishing something I never seriously believed was possible.p>a hrefhttps://twitter.com/share classtwitter-share-button data-textHow I Did 50,000 Push-ups -- data-urlhttp://drpete.co/blog/how-i-did-50000-push-ups data-viadr_pete data-sizelarge>Tweet/a>script>!function(d,s,id){var js,fjsd.getElementsByTagName(s)0,p/^http:/.test(d.location)?http:https;if(!d.getElementById(id)){jsd.createElement(s);js.idid;js.srcp+://platform.twitter.com/widgets.js;fjs.parentNode.insertBefore(js,fjs);}}(document, script, twitter-wjs);/script>p>hr />/p>h1>a href/blog/be-like-google-the-magic-of-kerning>Be Like Google: The Magic of Kerning/a>/h1>b>June 2, 2014 — By Dr. Pete/b>p>Last week, a brave a hrefhttp://www.reddit.com/r/mildlyinteresting/comments/26exyh/google_moved_the_g_left_one_pixel_and_the_l_down>Reddit thread/a> uncovered a shocking discovery. Google had secretly redesigned their logo, probably in the dark of night. The following GIF (a hrefhttp://gizmodo.com/google-changed-its-logo-this-weekend-and-you-didnt-even-1582005359>via Gizmodo/a>) reveals the radical transformation:p styletext-align: center;>img src/images/pixel-google.gif altpixel-google width449 height179 />/a>/p>Using an incredible and never-before-seen technique known as "kerning" (if you recall, Kerning was the bad guy in the original Highlander – this may or may not be important later), Google has transformed their brand and catapulted it into the 21st century.p>Naturally, it occurred to me – why not use this kerning to benefit other brands? Unlike the Highlander, there can be more than one.h2>International Kerning Machines/h2>If anyone needs an overhaul, its Big Blue – IBMs logo has remained mostly untouched for decades. Lets put kerning to work:p styletext-align: center;>img src/images/pixel-ibm.gif altpixel-ibm width451 height218 />/a>/p>Wow, my head is spinning. Give me a minute while I grab my heart medication. I think we can see why this magical power of kerning has been kept away from the public.h2>When It Absolutely Has to Be Kerned/h2>Whenever some designer wants to sound important, they trot out the FedEx logo and talk about "negative space" and a bunch of other made-up-sounding stuff. Lets get our kern on with FedEx:p styletext-align: center;>img src/images/pixel-fedex.gif altpixel-fedex width451 height175 />/a>/p>Finally, the E can breathe, and were no longer shackled by some bourgeois interpretation of what an arrow is supposed to look like. Especially when its an arrow in "negative space," which, by definition, doesnt exist.h2>Life Happens Over Kerning/h2>Who says kerning has to be restricted to letters? Not me, because I barely know what "kerning" actually means. Lets stop playing by their rules, whoever they are. Dr. Frankenstein didnt play by their rules, and that turned out fi... ok, maybe not actually "fine," but he did get a movie deal out of it, so thats cool.p>Anyway, lets see what kerning does to Starbucks recent redesign:p styletext-align: center;>img src/images/pixel-starbucks.gif altpixel-starbucks width360 height394 />/p>Im sorry – its clear to me now that the world was not ready for this. If you have small children in the room with you, I sincerely apologize. As Dr. Frankenstein probably said after he awakened his monster, "Dammit, Igor, where did you put my coffee!" Let us hope future generations learn from this terrible mistake.p>a hrefhttps://twitter.com/share classtwitter-share-button data-textBe Like Google: The Magic of Kerning -- data-urlhttp://drpete.co/blog/be-like-google-the-magic-of-kerning data-viadr_pete data-sizelarge>Tweet/a>script>!function(d,s,id){var js,fjsd.getElementsByTagName(s)0,p/^http:/.test(d.location)?http:https;if(!d.getElementById(id)){jsd.createElement(s);js.idid;js.srcp+://platform.twitter.com/widgets.js;fjs.parentNode.insertBefore(js,fjs);}}(document, script, twitter-wjs);/script>p>hr />/p>h1>a href/blog/the-confidence-cycle>The Confidence Cycle/a>/h1>b>May 19, 2014 — By Dr. Pete/b>p>I recently had a minimalist revelation – I was thinking about all of the advice floating around about success, and I realized I could distill a lot of it into just one diagram, thoughtfully saving you a few bucks on self-help books. I call it "The Confidence Cycle":p styletext-align: center;>img src/images/confidence.png altconfidence width398 height398 />/p>Put simply, confidence drives action, action (eventually) leads to success, and success creates confidence. This is a virtuous cycle, or what some people simply call "momentum."p>Sounds easy, right? Of course, we all know that theres a gaping chasm between bumper-sticker wisdom and actually achieving momentum in our lives. Maybe if we could just jump into the cycle after some other hamster had already put the wheel in motion, life would be easier, but each of us is the hamster of our own lives. Ok, thats probably not going to catch on.p>Fortunately, my revelation had a part two, and not like a em>Ghostbusters 2/em> part two, but a serious em>Empire Strikes Back/em> kind of sequel. I realized that we can jump into this cycle at any point, and each point corresponds to a popular piece of motivational advice.h2>I. Fake It Til You Make It/h2>Pardon a whole mess of clichés, but confidence really is a state of mind. You cant really fake taking action or being successful, but you can act as if you were confident...p styletext-align: center;>img src/images/confidence-1.png altconfidence-1 width398 height398 />/p>I know a lot of people bristle at this advice, and Ive struggled with it, too, because it just sounds fake (seriously, "fake it" is right in the advice). Why should I pretend to be something that Im not?p>I suspect that this advice is just badly worded. What if you simply imagined confidence? What does it feel like? How would it frame your perceptions of your current situation? How might you do things differently if you were confident? Think of a person who you believe is confident – what would they do in your situation?h2>II. Just Do It!/h2>I sincerely regret going all Nike on you, but there really is no better way to put this advice â€“ sometimes, the best thing you can do is to take action, even if youre not really feeling it...p styletext-align: center;>img src/images/confidence-2.png altconfidence-2 width398 height398 />/p>Sooner or later, if you do enough, something is going to work. Heres the undeniable truth, and something I try to pound into my own head daily: if you act, you might fail, but if you dont act, youll never succeed. Whatever your probability of failure, inaction has a roughly 0% success rate.p>I know where your heads spinning, because Ive set this trap for myself many times – what about the risks? Failure isnt free, and we humans can be a risk-averse bunch. Its a fair question.p>Back in college, I got to hear Dr. Martin Seligman, one of the fathers of positive psychology, speak. In his keynote, Seligman admitted that he was, at heart, a pessimist. As someone who has studied and promoted optimism for years, Seligmans confession really got my attention, and his advice stuck with me.p>Essentially, he said this: be risk-averse when the risks are real and high. If youre going to jump off a cliff with homemade wings or buy a house with 0% down the day before your boss wants to "have a word with you," then maybe you should think twice.p>The rest of the time, though – and, realistically, the rest of the time is most of life – be an optimist. Many of our risks are imagined. The core problem is that the fear we feel, the fundamental fight-or-flight response, is the same whether were about to speak in front of an audience or are being chased by a hungry bear. We have it in our power to rationally know the difference, but thats a choice we all have to make. The fear is real, but its power isnt.h2>III. Celebrate Your Victories/h2>So, how you do you jump straight to success? Its not quite as easy as that, but there are two practices we can cultivate: (1) visualize success, and (2) celebrate your successes...p styletext-align: center;>img src/images/confidence-3.png altconfidence-3 width398 height398 />/p>Ive always struggled with the first one – even though there are reams of research about how picturing success in your mind can help you actually succeed, Im just not very good at it. So, I try to focus on the second one.p>Success isnt just an objective state – a lot of it is about perception. Take the time to stop and recognize your own victories – willfully frame them as successes, and stop putting yourself down for a moment. Sometimes, thats all it takes to move the wheel.h2>And Will You Succeed?/h2>To quote the late, great Dr. Seuss: "Ninety-eight and three-quarters percent guaranteed!" Yeah, maybe the good doctor was a bit optimistic with that number. Failure is inevitable. It seems like were obsessed with it lately – either failure is "not an option" or we have to embrace it to the point of madness.p>I try to be more pragmatic. Failure is a setback, but it rarely comes without some form of lesson. Action almost always requires growth, regardless of the outcome. Action also leads to discovery, and sometimes you find the right path by ruling out all of the wrong ones. If that requires failure, and failure isnt deadly, then I guess failure is the price of admission.p>a hrefhttps://twitter.com/share classtwitter-share-button data-textThe Confidence Cycle -- data-urlhttp://drpete.co/blog/the-confidence-cycle data-viadr_pete data-sizelarge>Tweet/a>script>!function(d,s,id){var js,fjsd.getElementsByTagName(s)0,p/^http:/.test(d.location)?http:https;if(!d.getElementById(id)){jsd.createElement(s);js.idid;js.srcp+://platform.twitter.com/widgets.js;fjs.parentNode.insertBefore(js,fjs);}}(document, script, twitter-wjs);/script>p>hr />/p>h1>a href/blog/guess-what-jeans-thats-what>Guess What? Jeans, Thats What!/a>/h1>b>May 5, 2014 — By Dr. Pete/b>p>Since 1981, Guess Jeans has been challenging us to guess something, presumably related to jeans. As someone old enough to remember 1981, I can tell you that having the Guess logo emblazoned on you was terribly important. I just dont recall why, exactly. Like I said, Im old. Cut me some slack.p>Guess current logo is just about the opposite of minimalism:p styletext-align: center;>img src/images/guess-logo.png altguess-logo width400 height339 />/p>It was a nice enough patch on a denim jacket in the 80s, but its all a bit busy for 2014. Its time to get minimal on Guess Jeans.h2>Not Enough Guessing!/h2>Beyond the Illuminati aspect (what is the mysterious triangle of 1201/1203, and what happened to 1202?), theres just not enough actual guessing in the Guess logo. Theyre Guess, and they sell washed jeans (unlike those dirty, dirty pants their competitors try to pawn off on us).p>So, lets strip this down a bit to a couple of key components – the name and the iconic question mark:p styletext-align: center;>img src/images/guess-v1.png altguess-v1 width435 height111 />/p>Any time I can create something new by copying-and-pasting, it feels like cheating. Lets dig into our font drawer and update the look a bit:p styletext-align: center;>img src/images/guess-v2.png altguess-v2 width420 height112 />/p>You may be thinking "Why are these fonts better than the original ones?" to which Id have to reply "Why dont get your own damned blog?!" Ok, I guess I wouldnt reply, because you were just thinking it, and I dont read minds. strong>OR DO I?/strong>p>Ive intentionally dropped the triangle on the question mark, because its super-dumb. I could back this up with dozens of academic papers, except that my cat ate them.h2>Its Still Too Obvious/h2>Except for the handful of people who might get confused because this kind of spells out "Gus" (Who is this mysterious Gus, and why are his jeans so clean?), it still feels a bit too obvious. If we marketers hate anything, its clear messaging about our products. Lets go all the way...p styletext-align: center;>img src/images/guess-v3.png altguess-v3 width420 height112 />/p>Ooh... mysterious. This logo is great for the kids, too, because now they can play hangman with it. Remember that wholesome family game where you learned to spell by pretending to reverse-dismember and then execute an innocent stick-man? Good times.h2>Bonus Illuminati Edition/h2>This whole 1201/1203 thing is still really bothering me #150; not enough to actually look it up, but hey, Im a busy person. If you need your mysteries shrouded in secrets and cloaked in controversy, then heres a version just for you:p styletext-align: center;>img src/images/guess-v4.png altguess-v4 width420 height112 />/p>Its now officially silly. Youre welcome, Guess Jeans – if that is your real name.p>a hrefhttps://twitter.com/share classtwitter-share-button data-textGuess What? Jeans, Thats What! -- data-urlhttp://drpete.co/blog/guess-what-jeans-thats-what data-viadr_pete data-sizelarge>Tweet/a>script>!function(d,s,id){var js,fjsd.getElementsByTagName(s)0,p/^http:/.test(d.location)?http:https;if(!d.getElementById(id)){jsd.createElement(s);js.idid;js.srcp+://platform.twitter.com/widgets.js;fjs.parentNode.insertBefore(js,fjs);}}(document, script, twitter-wjs);/script>p>hr />/p>h1>a href/blog/jc-superstar-jcp-reimagined>JC Superstar: JCP Reimagined/a>/h1>b>April 21, 2014 — By Dr. Pete/b>p>Back in 2012, JCPenneys (former) CEO made a dramatic shift toward a hrefhttp://adage.com/article/cmo-strategy/j-c-penney-scuttles-logo-introduced-ceo/244660/>rebranding the company as "jcp"/a> and took a bold step toward minimalism on behalf of God-fearing Americans everywhere:p styletext-align: center;>img src/images/jcp-logo.png altjcp-logo width320 height320 />/p>This same CEO had crazy ideas like "Maybe we should just stick to one price and not pretend to have sales every week," an insanity that was clearly doomed to fail. When he left, the Powers That Be decided this new design went too far and scrapped it for something more familiar:p styletext-align: center;>img src/images/jcp-logo2.png altjcp-logo2 width500 height116 />/p>Today, Id like to consider a radical idea. What if JCPenneys move toward patriotic minimalism strong>didnt go too far enough?/strong> Its time to take this highway to the danger zone.h2>Nothing Costs a Penney!/h2>My core problem with the un-rebranding is that the original move to "jcp" just makes sense. Ive been to the store, and literally nothing costs a penny. Now, you may be thinking: "Wait, isnt Penney some guys last name?" I understand your confusion, so lets review the facts.p>You have to remember that JCPenney was founded during the gold rush to sell comfortable-but-durable St. Johns Bay® polo shirts to miners. In those old-timey days, they added es to everything. Old was "olde", a penny was a "penney", and the letter Y was spelled "ye", as in "ye olde penney" (which literally translates to "Why, old penny?"). When the Great Depression arrived and the cost of vowels skyrocketed, this spelling convention fell into disuse.p>Heres my question – why include the "p" at all? Its time to take this all the way and just be "jc". It doesnt hurt that a certain deitys only child conveniently shares those initials. Look, Im not saying that Jesus actually shops at JCPenney, but if people choose to believe that, who are we to argue?h2>Un-un-reimagining JC/h2>Maybe the whole American flag part is a little too obvious. Plus, that big white space in the middle just doesnt work for me. Lets weave our national pride into the brand a bit more subtlely. How about we abstract it a touch more:p styletext-align: center;>img src/images/jcp-v1.png altjcp-v1 width320 height320 />/p>Remember when I said the original rebrand didnt go far enough, and then I went and did the opposite? You do, because it was like 15 seconds ago? Crap. Its a bit uninspired, so lets get a little more America in there:p styletext-align: center;>img src/images/jcp-v2.png altjcp-v2 width320 height320 />/p>Thats better, but the squares just arent working for me. Plus, if I end this post now, what will become of my legacy?h2>Aye Aye, Captain!/h2>Lets lose the rectangular flag notion altogether and take this to its natural conclusion. First, well convert it to concentric circles:p styletext-align: center;>img src/images/jcp-v3.png altjcp-v3 width324 height324 />/p>I think any fan of the Marvel Universe can see where this is going...p styletext-align: center;>img src/images/jcp-v4.png altjcp-v4 width324 height324 />/p>I can almost taste the marketing crossovers – Thor: The Dark Khakis, Cast Iron Man Cookware, Nick Fury 800-thread-count Egyptian cotton sheets. Ok, I kind of ran out of steam on that last one.p>Youre welcome, JC. Just remember: with great logos comes great responsibility.p>a hrefhttps://twitter.com/share classtwitter-share-button data-textJC Superstar: JCP Reimagined -- data-urlhttp://drpete.co/blog/jc-superstar-jcp-reimagined data-viadr_pete data-sizelarge>Tweet/a>script>!function(d,s,id){var js,fjsd.getElementsByTagName(s)0,p/^http:/.test(d.location)?http:https;if(!d.getElementById(id)){jsd.createElement(s);js.idid;js.srcp+://platform.twitter.com/widgets.js;fjs.parentNode.insertBefore(js,fjs);}}(document, script, twitter-wjs);/script>p>hr />/p>h1>a href/blog/bp-blatant-parody>BP: Blatant Parody/a>/h1>b>April 7, 2014 — By Dr. Pete/b>p>Its easy to poke fun at someone elses minimalist rebrand gone wrong, so I thought it would be a good time to go after a brand that hasnt made the leap yet. Todays subject is BP (formerly known as British Petroleum, but well get to that):p aligncenter>img altbp-logo src/images/bp-logo.png width289 height380 />/p>The problem here is obvious – do you know how long it takes BPs team of designers to draw this over and over, even with a decent Spirograph? Thats not to mention the fact that theyre always running out of Solar-Sucks Yellow and Deforestation Green crayons. You can only get those in the 64-pack, so theyre constantly having to throw out all the other colors. If theres one thing BP is against, its pollution, so this just wont do.h2>What Is A BP?/h2>Lets start with what BP isnt – its not in any way British or connected to petroleum. Much as KFC changed its name to remind us that theyre not from Kentucky, dont fry anything, and their product is in no way made from actual chicken, BP wants it to be clear that they are emphatically neither from England nor involved with oil.p>BPs logo reminds us that they love the earth and the sun and really just anything green is super-great. Their logo is known a hrefhttp://www.bp.com/en/global/corporate/about-bp/our-history/history-of-bp/special-subject-histories/bp-brand-and-logo.html>as the Helios/a>, named after the Greek god of inhaling balloons and talking like Alvin and The Chipmunks.h2>Fire The Minimalizer!/h2>So, lets strip it down – theyre BP and theyre green:p styletext-align: center;>img altbp-v1 src/images/bp-v1.png width270 height347 />/p>Ok, no ones going to cut me a check for that design. Plus, why is "bp" always floating out in space? Sure, when the earth is no longer habitable, thell have to move their corporate headquarters to a space station, but lets not remind people of that. Lets keep it terrestrial:p styletext-align: center;>img altbp-v2 src/images/bp-v2.png width330 height330 />/p>Can you spot the problem (no, not "It sucks!" – no, you shut up!)? Looking at the globe as a Western-hemispherer, what do we associate with the upper-right corner? Thats right, Great Britain (note: map is not to scale, nor to sanity):p aligncenter>img altbp-v3 src/images/bp-v3.png width330 height330 />/p>If weve learned one thing today, its that BP is totally not British. Lets avoid any geopolitical favoritism and just get back to basics:p styletext-align: center;>img altbp-v4 src/images/bp-v4.png width330 height330 />/p>h2>BP: Boring, Pete!/h1>Yeah, maybe thats a little too basic. It needs a little pizzazz. How about a tree?p aligncenter>img altbp-v5 src/images/bp-v5.png width330 height330 />/p>Im torn... on the one hand, maybe this is carrying the whole green thing too far. On the other hand, I cant help but think my tree looks a bit too much like this:p styletext-align: center;>img altbp-v6 src/images/bp-v6.png width330 height330 />/p>Im gonna go out on a limb (no pun intended) and say that nuclear annihilation is probably not a positive brand image.h2>PB: Prehistoric, Baby!/h2>Maybe BP has just taken their self-denial too far. You know whatâ€™s cool about oil? Its made from dinosaurs. Its time to go prehistoric on your own asses, BP:p styletext-align: center;>img altbp-v7 src/images/bp-v7.png width330 height330 />/p>You may be thinking: "Is that actually minimalist?" to which I would have to retort "STEGOSAURUS!" I think you can see that youre on the wrong side of this argument.p>Lets try it with a bit more minimalism. You know what those stegosaurus spikes remind me of – the Helios design of BPs current logo. Its time to cross the streams, Egon...p styletext-align: center;>img altbp-v8 src/images/bp-v8.png width332 height356 />/p>When I saw this version, my first instinct was to give it a tail and racing stripes. Trusting my instincts has almost never left me bleeding and unconscious on the floor of a cock-fighting arena in Tijuana, so lets go with that:p aligncenter>img altbp-v9 src/images/bp-v9.png width332 height356 />/p>Mesozoic Minimalism – Youre welcome, un-British anything-but-Petroleum.p>a hrefhttps://twitter.com/share classtwitter-share-button data-textBP: Blatant Parody -- data-urlhttp://drpete.co/blog/bp-blatant-parody data-viadr_pete data-sizelarge>Tweet/a>script>!function(d,s,id){var js,fjsd.getElementsByTagName(s)0,p/^http:/.test(d.location)?http:https;if(!d.getElementById(id)){jsd.createElement(s);js.idid;js.srcp+://platform.twitter.com/widgets.js;fjs.parentNode.insertBefore(js,fjs);}}(document, script, twitter-wjs);/script>p>hr />/p>h1>a href/blog/mind-the-gap-a-re-rebranding>Mind The Gap: A Re-rebranding/a>/h1>b>March 26, 2014 — By Dr. Pete/b>p>Back in 2010, The Gap broke new ground in minimalist redesigns – their reimagined logo was actually so bad that they ditched it a hrefhttp://newsfeed.time.com/2010/10/12/haters-gonna-win-gap-returns-to-old-logo/>after only a week/a>. Neuroscientists a hrefhttp://newsfeed.time.com/2010/10/22/the-science-of-fail-why-the-new-gap-logo-made-our-brains-angry/>have studied/a> (Im not kidding) why we hated the new logo, but really, just look at it:p styletext-align: center;>img altthegap-logo src/images/thegap-logo.png width300 height143 />/a>/p>Some unsuspecting designer received the following email at 4:50pm on a Friday:blockquote>em>Need new logo for investor meeting. Should be hip and fun. Use one of those web 2.0 fonts (sand sheriffs?). Keep the blue square. Add a gradient " kids love gradients. Have it to me by 5pm!/em>/blockquote>Counting a minute to absorb the email and 5 minutes of banging her head on the desk, that only left our fearless designer 4 minutes to actually do the work. All things considered, it was a heroic effort.p>Sadly, the reality is that this rebrand probably took months and cost hundreds of thousands of dollars. Years later, I still feel bad for them, and I dont want them to walk away with nothing. So, The Gap, heres your re-reimagined logo.h2>What Is "The Gap"?/h2>To really do this project justice (in the 15 minutes Ive allotted for it), we have to understand what "the gap" refers to. Is this an actual gap or a metaphorical one? Is it the gap between our perception of beauty and our ability to realize that beauty for $49.99 at the mall? Is it the gap between the garish display of wealth in high fashion and the sweatshop working conditions of garment manufacturers? Is it the gap in my teeth, and do I have spinach in it? No, seriously, could you look?p>As Freud said, maybe a gap is just a gap. Also, I cant shake the British voice in my head thats saying "Mind the gap." If youre not aware, this is a beautifully understated English way of saying "For the love of God, try not to fall in the crack between the platform and the train, or youll probably be gruesomely disemboweled, and Ill have to clean that up!"h2>Minding The Gap/h2>Ok, I looked it up. Apparently, "The Gap" is a reference to the generation gap, but just for fun, lets make it a literal gap. Lets also try one of them sand sheriffs:p styletext-align: center;>img altRedesigned gap logo src/images/thegap-v1.png width270 height137 />/p>Accidental added bonus – it seems to be saying "Gee, an app!" THE KIDS LOVE APPS! While were at it, lets just rename the company. I have to justify my fees somehow:p styletext-align: center;>img altthegap-v2 src/images/thegap-v2.png width343 height137 />/p>Pure genius, if I do say so myself (which I usually have to, after you jerks leave me hanging).h2>Gap, Extreme Edition!/h2>Just one thing bothers me – what if people think the gap is a typographical error? Maybe we need to add something to it, like some water:p aligncenter>img altthegap-v3 src/images/thegap-v3.png width343 height137 />/p>I know what youre thinking – is that water or some kind of rare triple Smurf mustache? You make a compelling argument. It-s just too subtle. Needs more shark:p styletext-align: center;>img src/images/thegap-v4.png width343 height137 />/p>Sorry, I think I may have lost track of the point. Id like to say that this is an object lesson in the perils of designing by committee, but I really just wanted to draw a shark. In conclusion: Youre welcome, The Gap.h2>Now With More Fonz!/h2>Id like to thank Will Stevens for pointing out the obvious flaw in this post – how can you introduce a shark and then not jump it? I apologize for this oversight and humbly present one more design:p styletext-align: center;>img altthegap-v5 src/images/thegap-v5.png width342 height167 />/p>p>I think we can all sleep easier now. Thanks again, Will!p>a hrefhttps://twitter.com/share classtwitter-share-button data-textMind The Gap: A Re-rebranding -- data-urlhttp://drpete.co/blog/mind-the-gap-a-re-rebranding data-viadr_pete data-sizelarge>Tweet/a>script>!function(d,s,id){var js,fjsd.getElementsByTagName(s)0,p/^http:/.test(d.location)?http:https;if(!d.getElementById(id)){jsd.createElement(s);js.idid;js.srcp+://platform.twitter.com/widgets.js;fjs.parentNode.insertBefore(js,fjs);}}(document, script, twitter-wjs);/script>p>hr />/p>h1>a href/blog/unsolicited-yahoo-logo-31>Unsolicited Yahoo Logo #31/a>/h1>b>March 4, 2014 — By Dr. Pete/b>p>Have you ever finished rebranding your company and thought: "That was so much fun, I wish I could do it 30 times!" Thats what Yahoo did last fall, when they released a new logo every day for a month. They finally landed on one of the most underwhelming redesigns of 2013:p styletext-align: center;>img altyahoo-logo src/images/yahoo-logo.png width450 height104 />/p>Apparently, this was the result of a hrefhttp://www.youtube.com/watch?v_0b6qaPY-CQ>a lot of sciencey planning/a>, but most of us just thought "Inner bevel? Seriously?" In Yahoos defense, the new design was based on a hrefhttp://www.adweek.com/adfreak/and-finally-here-it-yahoos-new-logo-152207>important considerations/a>, like this one:blockquote>em>Our last move was to tilt the exclamation point by 9 degrees, just to add a bit of whimsy./em>/blockquote>I think we can all agree that nothing says –let the good times roll" like a 9° tilt. Like many people, Ive spent months thinking I could do better. Unlike most people, I dont have the good sense to ignore that impulse. So, lets get to work...h2>Yahoos Brand Message/h2>First, I think we have to distill Yahoos brand message. If Yahoo could only shout one thing from the rooftop, and if they had just been injected with some kind of truth serum before they climbed up to that roof, I think that message would be:blockquote>em>Guys, were still relevant! Guys?/em>/blockquote>Sorry, Yahoo, but its time for some tough love – weve kind of forgotten about you. I mean, we know you still exist, but when someone asks "Do you Yahoo?", that person has mostly likely just stepped out of a DeLorean with Doc Brown.h2>Version 1 – The Question/h2>So, why not own it? Sure, Yahoos had a few rough years, but you know what we loved about them " they knew how to have fun. Its time to bring the fun back, and the irreverence. Heres my first attempt:p styletext-align: center;>img altyahoo-v1 src/images/yahoo-v1.png width500 height188 />/p>Ya-Who, exactly? Youre too serious, Yahoo. Remember when you were purple and fun? Remember when we would go out and have a few drinks and not have to worry about getting a sitter and paying them $20/hour just to spend the entire evening wondering if they were a serial killer and if it was ok to leave the kids a 5 lb. bag of gummy bears for dinner? Good times.h2>Version 2 – More Questions/h2>Of course, theres an even simpler question, and simplicity is the heart of minimalism:p styletext-align: center;>img altyahoo-v2 src/images/yahoo-v2.png width500 height208 />/p>Note how the question mark on the right has a 9° rotation, for that critically important added touch of whimsy. I pushed it up to 10° and showed a focus group, and they stripped off their clothes and started doing keg stands, so clearly that was one degree too far.h2>Your Move, Yahoo./h2>All of these logos can be yours for the very reasonable price of a years supply of tacos or a membership to any artisanal cheese-of-the-month club. Ok, I dont really expect Yahoo to embrace these designs, but I just needed to get this off of my chest. If youd like to see other people take a crack at it, check out this a hrefhttp://www.huffingtonpost.com/2013/09/08/yahoo-intern-max-ma-logo_n_3890451.html>design from a Yahoo intern/a> or the a hrefhttp://99designs.com/customer-blog/the-yahoo-logo-redesign/>contest winner from 99designs/a>.p>a hrefhttps://twitter.com/share classtwitter-share-button data-textUnsolicited Yahoo Logo #31 -- data-urlhttp://drpete.co/blog/unsolicited-yahoo-logo-31 data-viadr_pete data-sizelarge>Tweet/a>script>!function(d,s,id){var js,fjsd.getElementsByTagName(s)0,p/^http:/.test(d.location)?http:https;if(!d.getElementById(id)){jsd.createElement(s);js.idid;js.srcp+://platform.twitter.com/widgets.js;fjs.parentNode.insertBefore(js,fjs);}}(document, script, twitter-wjs);/script>p>br />hr />/p>p idfoot>a href/>Home/a>  |  a href/who-is-dr-pete>Who is Dr. Pete?/a>  |  a href/are-you-a-real-doctor>Are You A Real Doctor?/a>  |  a href/can-i-hire-you>Can I Hire You?/a>  |  a href/archive>Archive/a>br />©2025 User Effect, LLC.br /> /p>/div>/div>/div>/div>/body>/html>

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