Pros and Cons to Changing your Company Logo
Has the company logo worn a little thin? Is it time for a change? If those are the questions your business is grappling with, here are some reasons you may or may not want to change the company logo.
According to the marketing gurus of the world, anytime a logo is scraped, it sends a mix of messages to your customers and clients. On the positive side, this change says the company is forward thinking, willing to refresh their message and therefore able to broaden or narrow its appeal. This all demonstrates that your company is open to changing with the times.
The downside of a logo change can suggest instability within the company. Is new management on board and can we get the same service we’re used to? To consumers who are not familiar with the company, they may believe the change represents a brand new organization entirely.
Millions of dollars are invested into brand marketing. It takes time for consumers to connect the dots. Throwing the old logo over board is a risky step. Company advertising on vehicles, shirts, hats, and billboards may all be wiped out or slowly fazed out. Rebranding can be harder than you think. From altering graphics and mission statements to changing front line customer service and sales staff, this is all in play and must be considered.
Industry giants like Microsoft and Nike have never feared change. Both have made several tweaks to their iconic logos but never lost touch with its core symbol. We identify the “swoosh” even though it’s been shrunk, streamlined, and modernized. Ultimately, that could be the difference we’re talking about. These logos have evolved with fresh images but at the same time, they continue to embrace their past.
Sources:
http://thelogofactory.com/logo_blog/index.php/changing-a-logo/
http://marketingprofs.com/ea/qst_question.asp?qstID=23409
Tags: advertising, advice, changes, company image, company logo, company name, consistency, dangers, evolving, icon, marketing, revamping, symbol