You’d expect a large consumer brand at the top of its game to have a huge branding and advertising budget. But back in 1981 – the heyday of the Sony Walkman – global electronics firm Sony decided to hand over a planned logo redesign to its customers.

But it turned out that crowdsourcing a logo was a really bad idea.

Instead of investing their dollars in hiring an experienced, professional team to carefully craft a new corporate identity, Sony launched the catchily titled ‘Sony International Logotype Design Contest’.

Open to anyone around the world, the competition to design a new Sony logo received nearly 30,000 submissions. A long list of 59 designs was presented to a panel of company directors, managers and designers, and the technology world waited with bated breath to hear who had won the coveted prize money, and the honour of branding a major corporation.

When the big announcement came, via an advertorial in Time Magazine, it wasn’t quite what we were expecting (see below)!

Apparently, Sony co-founder Masura Ibuka decided that none of the competition entries were any better than the existing logo. Though a Top 3 were chosen, and each received a share of the prize money, the ultimate decision was made to keep the Sony logo exactly the same.

And it has stayed the same to this day. What a waste of time!

What are your thoughts on crowdsourcing a logo?

About the Author:

Although her primary niche is in scientific writing and editing, freelance writer Lisa Martin is also a creative type with an eye for design. She regularly works alongside graphic designers and as such has a keen interest in the development of logos and branding.