Popular Hebrew E-Book App Faces Backlash Over Pink Rebranding and Logo Change
The Hebrew digital book reading app "Ivrit" sparked widespread user outrage after unveiling a new pink and black branding, replacing its traditional blue-and-white color scheme. The company said the redesign aimed to bring "more love and emotion" to the interface, but the 1.2 million registered users reacted strongly, with many criticizing the new logo as unattractive and confusing. Some likened the icon to unrelated symbols, while others expressed frustration over the change, describing it as a slap in the face.
The app's CEO, Guy Ben Nun, explained that the shift to pink was intentional to evoke softness and appeal to the app's predominantly female audience, which makes up 67% of users, many of whom engage with romantic literature. Despite the backlash, the rebranding attracted thousands of former users who had not visited the app between 2015 and 2020, though many returned mainly to complain about the design.
The controversy highlights the emotional connection users develop with digital platforms, especially those integrated into daily routines like reading on smartphones. Ben Nun acknowledged the psychological resistance to change and admitted the company should have separated the branding update from the website redesign to ease user adaptation. In response to complaints, the app updated the difficult-to-read font and introduced a feature allowing users to customize the icon color.
This incident mirrors other notable branding disputes, such as Coca-Cola's 1985 formula change and Gap's 2010 logo update, where consumer nostalgia and identity led to swift backlash. Similarly, Jerusalem's municipality faced criticism for its new 60th-anniversary logo, with some calling it poorly designed. These cases underscore how visual changes in familiar brands can provoke strong emotional reactions.
Ben Nun emphasized that the rebranding was part of a broader strategy to position Ivrit as a unique, emotionally resonant platform distinct from typical corporate apps. He views the user response as a sign of the app's deep integration into users' lives, despite the challenges of managing change amid societal stresses like ongoing conflict and economic pressures.
