What’s in a Logo? It speaks more than thousand words about company…
Its about your image, its about your brand, its about your fans and its about your positioning. A Logo of a company depicts lot about it. It is a face of a company which talks to its customer and consumer feels attach to it and to its owner company. And company spends lots of million for the same to promote it and make it a top of the mind recall for particular commodity. So when its done, when a company have a perfect, popular brand logo, then why they changed it. Like Rebook, B.P., Pepsi to name some, even having a good and recognized and honorable logo, they changed it and then again spent some more millions on marketing campaign to make their new logo their new identity.
But the question is why they did that, why they spent a good portion of their bottom line on redesigning a logo which was already on its ace. The reasons can be many depending on what the company trying to achieve. One of the obvious one is “connect with new generation”. Every new generation likes new stuff as they can connect with that really well. It’s the thing which is happening right in front of their eyes which they remember. They don’t even bother about what happened before their birth. At least I never liked History (as a subject ). So for every generation a re-branding should be done. And to give a new look to logo is a best way to do it. Very recent example which I can think of to demonstrate this reason is redesign of “Belk department store”. Other reason which I can think of is, we become habitual to things we see every day and we generally skip those things unintentionally. So until and unless you see any new thing your eyes won’t get attracted to it and thus normally we skip all the big hoarding and marketing done by our old renowned brands. But when they change their logo we tend to look at it, we notice the change and we recall the brand. Some more reasons can be brand imitation, merger or new identity of company itself, or may be if company wants to change their positioning.
Now in the age of social media, companies can opt for a better way to redesign their logo which is contemporary and close to their target audience. They can use social channel to involve their fans and followers to suggest new look they want in their fav brand. This way the process make brand closer to their customer and definitely it’s a plus point for a company. In this consumer driven era this is a right thing to do I guess.
BTW logo of Google on their webpage, is a totally different story and a different approach which I think can only work online.
Readers do share your views on re-branding and new logo for brand. If you have any case study to share, please share it and we can have a discussion on the same.