In the world of branding, the fastest and easiest route to changing a look is through a Logo & Corporate Identity Makeover. It’s the expedited method of projecting a new image, and an ongoing journey of constant changes, regardless how subtle.
Here’s a look at the National Endowment for the Arts. Notice how different the new logo looks, demonstrating the changing times and changing taste. What was considered “artistic” when the old logo was created is clearly different from the direction chosen today, with the new logo.
A Logo & Corporate Identity Makeover is, however, by no means what branding is all about, and the potential it can deliver. For customers already are experiencing your company’s products & services in their very own distinctive way. The MEANING of a product & service in any customer’s mind is what SHOULD matter to any organization. And it is the MEANING that needs to be thoroughly analyzed, managed, and optimized to the company’s best interest. Such is the essence of branding and brand positioning strategy.
Logo & Corporate Identity Makeover does not come without a risk. The key is in the hands of Customers, who essentially decide “WHAT’S HOT” and “WHAT’S NOT”!
Therefore, if a company changes its logo WITHOUT changing the meaning – ie. properly align and match their brand message with the positive brand experience the company WISHES customers to have – the often sizeable investment in changing merely your logo reduces to a futile and expensive exercise. An utter waste!
Companies MUST ensure that the brand experience they provide remain positive, so if your product or service still shows a weakness, complaints mount, market share is lagging, your customer service department is inundated with complaint calls, stakeholders are edgy due to weak stock performance, and staff morale is at an all-time low, and staff turnover is high… a logo makeover WILL NOT bring about improvements like a magic wand!
Inspiration: Brand New