First things first. It’s not really social distancing. During the forced separations that nearly 90% of us are currently experiencing, the last thing we want to do is socially separate. Social non-distancing is more important than ever. Connections with my family, friends, and coworkers are about the only thing keeping me sane the past few weeks (well, that and a healthy dose of Disney+).
What we’re actually doing is physical distancing. A better term that more accurately describes our current situation. So, physical distancing: good. Social distancing: bad.
As we adjust to quarantines and self isolation, social connections have become so important that we’re turning to videoconferencing in droves, desperate for anything resembling human interactions. No surprise, then, that the Interwebs are full of videoconferencing memes and mashups, my current favorite being the reimagined version of Michelangelo’s Last Supper as a Zoom meeting. So perfect (although I would have expected at least one of the disciples to be using a virtual background).
Brands have gotten into the act as well, recreating versions of their logos for the new era of distancing. It’s humorous. And, not surprisingly, has created a bit of a backlash.
I understand that brands must be exceedingly careful during a crisis. But there’s no denying the logos are clever. And, more importantly, they reinforce an important concept. Remember? Physical distancing: good.
Many of us are beginning to feel the weight of an extended separation from those we love (or just like). Humans are social animals. We need physical interaction. We also need a reason to smile, even if it’s as a result of a logo redesign.
What do you think? Too soon for brands to be making light of physical distancing? Are they cashing in on a crisis? Or, are they using their brand voice to reinforce an important message? Let me know @gradconn.