Bye Bye JJB Sports

JJB sports are as good an example as any that changing a logo changes nothing. All the papers were this week reporting that they were closing a further 45 stores that weren’t viable.

For me, you may as well close all of them as they are all pretty unpleasant in terms of a shopping experience and i’m now never quite sure if I’m in a JD, a new JJB, and old JJB or even a sports retailer above a DW?

JJB Sports - Sporting an old logo Rushmere_(05),_August_2009
JJB Sports – Sporting an old logo Rushmere August_2009

You can see below a lovely example of their bold new rebrand with a jaunty high tech logo that made no difference at all.

JJB Sports - Sporting a new logo Belfast, June 2010
JJB Sports – Sporting a new logo Belfast, June 2010