Conceptualization of a brand through personalization is a powerful tool to build brand identity. Logos play a major role in creating a brand identity for a product. Is it appropriate for a brand to change the logo that has been deep established in the consumers' minds and has become an integral part of the product itself?

Clothing brands reflect the creativity of genius designers. Brand logos facilitate the apparel companies to create proper branding and earn customer loyalty. Logos represent a global financial system, representing a unique subculture. Diverse arguments prevail regarding brand logos. People generally like wearing corporate logos on their clothes. Some others may not prefer the same, feeling that wearing it makes them a human billboard for the brand. Customers find it easy to recognize a company associating it with a picture. The personality of a company is incorporated in a logo and passed on to the customer viewing it.

Changing Logos: Marketing trick or branding error?

Brands sometimes change their existing logos as a part of their brand repositioning exercise. Businesses that seek to establish a relationship with their target market consider a logo makeover to reposition themselves. But the questions that spring up then are:

  1. How appropriate is it to change an existing logo?
  2. How can the changes be done without alienating the old customers and attracting new ones?
  3. What is the right time for a change?

Corporates are usually afraid of change. If the logo fails to connect with the customer, if they do not understand it, they would not absorb it. There would be no recognition or resonance. Sometimes the company may think consumers will accept the change, but the reality would be something different. The company's assumption regarding customer understanding may differ from their actual understanding.

How appropriate is it to change an existing logo?

As markets change, new competitors spring up, and customers' expectations vary, businesses may want to change their branding at some point. Some brands are changed because it is dated and aged, but some brands are strong because they are dated and retro.

  • How can the changes be done without alienating the old customers, and attract new ones?

    • The change of logo should evolve the companys value proposition from high-quality service to superior products. It should be kept in mind that the old brand was developed through consistency, and efforts should be made to keep even more consistency with the new logo. Making the customers to look at the company is a challenging task and should be done with perseverance.
  • What is the right time for a change?

    • A business might be based on a particular advantage that eventually diminishes as the market undergoes certain transformation. Might be, earlier, it was only one company that offered a specific customer benefit, and their branding, and logo was based on that. But as competitor replicate the same, the innovation of the business minimizes. Here comes the need for change.


Connecting brands with people Brand Logo stories:


Changing logos require investment in time, money, and efforts. Here are some brands that have an assortment of products including apparels, which have changed their logos successfully, and with issues.


Adidas:


The 3 stripes mark of Adidas is acquired from the inspiration of the fast moving, and ever changing world of today. The earlier logo was three stripes, which was later changed into Adidas Trefoil Logo. Later when Adidas merged with Salomon, a new logo was introduced representing the brand values of both groups. The logo underwent a change after the divestiture of the company in 2005 and the new Word Mark was introduced. The new logo is simple and clear representing elegance, and durability.

Nike:


Swoosh is the Nike logo that has become one of the most recognized symbols in the world. There are only very few people who do not recognize the swoosh logo. The first logo of Nike was designed in 1971. This went through many changes with the span of time. Originally a strip, the Nike logo was later changed to swoosh.


As the brand gained global recognition, companys name was dropped from the logo, making it simpler and elegant. Transformation of Nike logo is a best example of a company gradually simplifying its corporate identity as its frame increases.


Gap:

It is not always, that the customers accept the change of brand logos. Gap, the American retailer rolled out a new logo recently. The old logo was a blue box with the name Gap in while inside it. The new logo was a small blue box representing Gaps evolution as a brand. But consumers started protesting about the change, after which, the logo was temporarily reverted within a few days of its introduction. With so much of backlash, Gap started a new crowd-sourcing method inviting customers to submit their designs for the new logo.


In todays world, all businesses have logos. A simple logo incorporating the companys personality makes all the difference to a business. The success of a corporate identity process depends mainly on its flexibility, and determination to stay ahead in the market. The company must work hard and make its logo stand out of the crowd. Adequate research regarding the customer acceptance should be done before making any changes in the existing one, so as to maintain the old ones and bring in a slew of new customers.


Logo changes are successful, when alterations are appropriate, and changes are done gradually considering the consumers in mind. Changes should be done subtly, and not staggering. Companies which modify their logos along with corporate evolution will earn the consumers trust, and stay fresh in their minds. Simpler the logo; more is its power of acceptance proving the companys domination.


References:


1.      Worldsbestlogos.blogspot.com

2.      Logoblog.org

3.      Brandsareopinions.com

4.      Logodesign.com