Updating Your Logo
Many of the world largest brands have changed or revised their logo at least once. Many have changed their logo several times throughout their histories. Some companies have kept their logos similar to their original designs while others have undergone dramatic changes. There are many reasons why a company would change the logo of a bestselling brand, and some of these reasons may someday apply to your business. Some of these common reasons are:
- Simplifying the logo—some logos start as complicated designs that are less useful in today’s world. One example is Apple’s 1976 logo—an illustrative representation of Sir Isaac Newton sitting under an apple tree bordered by part of a poem written by William Wordsworth. Today Apple’s logo is a simple graphic of a stylized monochrome depiction of an apple. Consumers may have trouble understanding your logo’s message if your design is too complex. Simple graphics are usually best, especially for use in advertising mediums such as billboards, posters, or stickers.
- Merging businesses—often it is necessary to create a new logo when two or more large companies merge. A new logo if often designed to reflect the newly combined entity. When Citicorp and Travelers Group merged in 1998, each company had its own distinct brand mark. After the merger, a new logo was designed to represent the combined business. A newly-merged company represents a new corporate culture and an updated brand mark best reflects this to consumers and other businesses.
- Changing the company’s name—companies change their names for a variety of reasons, including merging with other companies. Sometimes one or more words in a company’s name may evolve over years to take on new meanings that are irrelevant or damaging to its brand. The Canon Company was once named Kwanon, but when the company sought to begin marketing, it needed a brand name that would be more accepted by people worldwide. In 1935 the name Canon was registered as the official trademark and the logo was change to reflect the new name.
- Updating for the times—sometimes, a brand mark or logo can begin to look dated. As the years pass, it becomes old and outdated to the company’s customers. Customers become bored with the logo, which reflects poorly on the business’s brand and it can affect their position in their market. The graphics for FedEx, Audi, and Coca-Cola represent refreshing past designs. Each intended on retaining the most important facets of the companies’ respective brands while revitalizing their aging logos.
All Seasons Communications is an example of a company revising its logo. For many years we’ve been a “group of creative consultants”. Three years ago, we added “A small BUT MIGHTY” to our logo. We felt it gave the observer a better feel for our business.
We’re really good at creating and adapting logos for clients—we’d love to chat about your needs!
All Seasons Communications is a small, full-service agency that gives free quotes to any business, and doesn’t require long-term commitments. Services include advertising, public relations, website development, photography, branding and logos, publishing, radio and TV production, and more. For more information, visit www.allseasonscommunications.com or call Beth Monicatti Blank at 586-752-6381.