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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