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.
A fascinating thing is happening at Asia’s largest carrier, Japan Airlines (JAL). They’ve decided to bring back the much loved (and sorely missed) elegant Crane that has adorned JAL’s tails since 1959.
“In April, JAL announced that it will go back to the original red crown crane logo that it had used for more than 40 years, beginning in 1959. In Japanese culture, the crane is viewed as a symbol of long life, prosperity and good health, and red is the color of happiness. That’s why for weddings, anniversaries and other auspicious occasions, the custom is to decorate with a thousand origami cranes to express good wishes.”
The crane is back! Used for over 40 years, Japan Airline's crane is one of the most recognizable logos in the airline industry. Photo: Frequent Flyer
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: Logo Design Love
IDEAS INSPIRING INNOVATION 
