Revitalized Logos Creating Pathway For A New Brand Identity

April 19, 2016

A logo is not just a symbol endorsed by an organization, there is a lot more to this graphic mark than a simple design; its main purpose being to communicate about the company and the brand. With the advent of technology, changes in the industry have been at a rapid rate and companies have been trying to keep pace ever since. Change or redesign of logo is one way in which companies can reflect their current identity.

Why change logos?

The reason for change in logo depends on many factors.

  • The logo may be old-fashioned or outdated.
  • It may be owing to the expansion in the product line or rebranding.
  • It may be launched when mergers and acquisitions take place.
  • Finally, it may be in order to limit the negative associations through revamping the face of the brand.

The redesign of the logo has an impact on the brand image of the company. The logo which looks outdated reflects that the company is out-of-touch with modern best practices. Whereas, change signifies the evolution of the company and advancements in its culture.

To start with, we’ll first have a look at the changing logos of Apple. Many of us are familiar with the story of how the logo of the multinational company was adopted. However, later the multi-colored, bitten Apple logo was changed to the present Monochrome logo in 1998 in order to showcase that the computers were being developed with metal casing instead of the plastic. And it has remained so ever since, not a bad change all looking at how Apple has risen up in the market.

Banking on the current minimalistic trend in design, the American tech giant, Hewlett Packard (HP) has redesigned their logo. The brand will now be showcased with just 4 minimalistic obliques that form ‘hp’. The last change in logo had turned out to be a big dud and so far, no HP logo has really made heads turn. This particular change in design was unveiled while introducing the new Spectre 13.3-inch laptop which is touted to be the world’s thinnest laptop. While we are yet to see it’s full effect on their sales and brand identity, we sure agree it has been the coolest HP logo till date.

In 2012, Microsoft revealed its new logo after using the previous one for 25 odd years to signal the future; a novelty and freshness. It certainly gave the brand a makeover.

If we dig deeper into the history of Coca-Cola logo, we can see that the company over a century has changed it logo more than 10 times. Each time, bringing in a new angle and a new campaign along with the change of logo. Let’s just say, the brand rules the market for a reason.

Even fast food giant McDonalds is not behind in changing its logo. So much so that, now the mere “M” in yellow color with the red background is sufficient to recognize McDonalds. The M was apparently just a customized design but later a font was created in order to imitate this design.

There is a story behind every logo and these stories give rise to non-ephemeral logos that transform to meet their brand’s needs as per the demand in the market. For instance, the three circles, in case of Toyota, represents the heart of a customer, product and progress in the field of technology. Mercedes-Benz’s tri-star logo exhibits dominance in quality and style. The trend of focusing on the logo is followed by most of the companies worldwide in order to bring life to its identity.  Thereby, the logos are becoming the representatives of the organizations.  


How Important is Your Logo?

May 13, 2015

logo

Photocredits: nike.com , wikipmedia , adweek.com

The Nike Swoosh. The Starbucks Siren. The Twitter Bird. The one thing that these three have in common, is the fact that they have become, in a very short span of time, iconic brand logos. They have anchored the company’s brand image and granted it maximum visibility in the marketplace.

Logos are a critical part of any business. From colour to shape to size, logos play a very important role in defining a company’s culture, and reflecting it to the general public. Over time, certain colours have come to represent specific aspects of a brand. Red, for instance, suggests passion, intensity and aggressiveness. You can see these aspects reflected in the logos of companies such as Red Bull and Levi’s. Blue, on the other hand, represents depth and stability. The best examples of companies representing these qualities would be Samsung and Ford. Logo also evolve over time, to suit the fancies of consumers according to prevailing trends. So, there will be a visible change in the shapes and sizes, too. For example, CocaCola routinely alters the size of its logo. The changes are minimal, but they are definitely there.

cococola

The Coca Cola logo has undergone many changes in its years in the industry. Photo credits: www.brandsbyblake.com

Experts suggest that this is an exercise in branding which allows companies to better relate to current trends among consumers, and also to keep with the time. This is where the need to connect a brand and a logo comes into play.

A logo mirrors a company’s character. Brand image speaks volumes in the corporate world. Therefore, a marketing company may prefer a bold logo to come off as active and aggressive, whereas a banking company might prefer a subtle logo to reflect their dependability and solidity. However, the time when mere appearances of logos drew customers is long past. Today, in a world where the number of companies both big and small is ever growing, a company’s logo has to carry a specific meaning. It has to signify something special or unique.

cisco

Logos are designed with an intention to convey deeper meanings. Photo credits: wikimedia

A good example of how companies have started attaching deeper meanings to their logos is the Cisco logo. Founded in San Francisco (that explains the brand name), the series of blue lines in the logo represents an electromagnet, while also symbolising the Golden Gate Bridge in San Francisco. Popular ice cream chain Baskin Robbins is another example. The chain offers a variety of 31 flavours, therefore the number ‘31’ has been incorporated within the ‘B’ and ‘R’ initials in the brand’s logo.

The brand’s logo also plays an important role when it comes to a company’s social media marketing. In recent years, Facebook and Twitter ads have come a long way. Marketers have jettisoned generic advertisements that are text-heavy, opting instead for engaging ad creatives which speak volumes through minimalism. When such a trend is prevailing in the ad market, companies need to understand the importance of logo placement. To proudly splash the logo all over a viewer’s News Feed is no longer attention grabbing; it is considered irksome. Logos now occupy a very small space on ad creatives. Most companies follow a simple practice of placing their logos on the top right hand side corner of the creative. This puts the logo in a visually dominant position, while still showcasing the ad in its entirety. While there is no universal size that companies have to follow, most stick to an unspoken rule of placing the logo within 1 ½ of the top corner or sometimes, bottom. Consistency plays a huge role. Most brands adhere to their own size and side specifications when it comes to marketing collateral.

For a lot of people, the logos of companies like Nike and Starbucks immediately establish a firm connection to the company’s business, without having to see its name. This instant recognition comes from creative logo design, and its memorability. A logo alone may not take a company places, but it certainly helps put it on the business map, for it is possibly the most visible part of the business and the company itself.