I admit to being a bit of a purist when it comes to logos. A logo is very powerful. It is visual shorthand for your company’s identity, and very often what people look for first when they are seeking a brand they trust. This trust is hard-earned, often built over years of successful delivery on your brand’s promise, and it can be lost in an instant if customers feel their loyalty has been betrayed. That loyalty is anchored in the familiarity with your brand, and can be threatened by the introduction of an unsuccessful product (New Coke, anyone?), or even an unpopular logo design.
Example: over the past several years, a number of highly-recognizable brands have changed their logos—or tried to—with disastrous results. Tropicana tried to update their logo and packaging and consumer backlash was such that they ended up reverting to the original packaging. The Gap had a similar experience when they tried to introduce a new logo in 2010.
This is not to say that you can’t change your logo; many companies have done so successfully. Typically, successful logo redesigns maintain the DNA of the company, they are thoughtful and well-executed, and may even represent the company better than the original. Many of the unsuccessful redesigns, as I see it, are quite simply lazy. In many cases, such as with sandwich chain Blimpie (see example below), the redesign stripped away all the personality, familiarity, and whimsy of their original logo in favor of a flavorless type treatment set in Futura Extra Bold.
What do you think of the redesigns below?
About The Author
Tom Comber has been Art Director for AOR since 2010. He loves all means of creative expression and is a chronic doodler.
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