Change of logo and its effect

on branding

• A logo carries the image of a company.• A company logo plays a crucial role in the

brand building process.• It is an integral part of brand promotion in the

market. • Logo is the identities that are fundamental to

building a brand and communicating with the target audience.

LOGO

Need of logo• To look bigger and established.• To increase your chance of earning venture capital or of selling a business.• To attract more clients. • To convey that you are reputable.• To brand yourself.• To explain your company name.• To be more memorable.• To differentiate you from your competition.• To give clients a sense of stability.• To endear your company name to your clients.• To show your commitment.

Importance of logo• Logo symbolizes your business and creates an image of your business in the

eyes of your customers. • The design of the logo and the process of creating one are similar to creating

your brand. Your logo has to go together with your brand, with the ability to deliver positive values to your customers. Your logo should also be unique and meaningful so you will shine your market.

• Proper logo design creates similar effect as proper branding; it is essential to have one for branding purposes and gives your business an identity.

• A logo is successful when it allows the immediate recognition of the business and represents the business' character or attitude. A successful logo is a guaranteed marker.

• A logo will help you significantly in building your image and identify along with your brand.

Why companies change their logos?• Many well-known corporate brand changes their logo to

archive the perfect identification because identity’s creation is not an occasional activity, but a permanent one.

• It is hoped that a logo is changed in order to better represent where this brand is headed in the future.

• In order to show to their customers that the company is evolving, have new values or to be modern.

• It can be due to a merger or accusation or sometimes to show the company has evolved or is making a social change.

 Nike

                                                                                                                                                                                                

volkswagon

google

nike

Companies who changed their logos

LG

MERCEDES BENZ

NOKIA

When do companies need a new logo design?

Stagnant Business

When business starts to stagnate and you keep generating the same amount of profit, the company may decide that it needs a new company image to generate some new excitement in the market. When you consider huge companies like Pepsi waiting to launch their new logo, it generated a lot of excitement among the consumer groups.

New Product Launch

If a company sells many different products to consumers, they would each have a different product logo for each different product. So when they want to change the look of a particular product, they would normally come up with a fresh new design for it. This usually involves changing the logo and maybe even add in more words or take out certain words completely. An example would be Gatorade, the well-known sports drink. They had their logo changed to show a huge, bold 'G' while minimizing the word 'Gatorade'. Complete new products would require completely new logos and design to be created specifically for them.

New Customers

The main reason why businesses and companies need a new logo design is to try and capture more market share. Whenever there is a new company logo re-launching, it would showcase to the general public a change in the company's direction and identity.

The objective is to generate more revenue and make their presence felt to the general public.

When and why did Apple change their logo?

It was in 1998 when Apple gave up the "rainbow". Apple wanted to strengthen the logo and the brand in general, so they started using it on their products more often and at a much larger size. New logo is, of course, easier and cheaper to apply on various surfaces. just imagine today's Macbooks with the colored Apple on. It is one of the most recognized brand symbols in the world today, and the shape is what identifies the company more than the color.

• It is essential to redesign the trademark as with the shifting times the logo design might become obsolete. There is a variety of circumstances when a company might go for a logo redesigning process.

• The re-branding is accomplished with the redesigning of the logo because it is the logo that represents the brand image of the company. A company needs to change its logo when it undergoes a merger or an acquisition. In such cases, the trademark might completely change representing both the companies together or the basic font might remain the same but a design or lines and alignment might change depending on the business deal.

REASONS WHEN COMPANIES RE-BRAND THEMSELVES

• Many times a company might be caught in a legal hassle. This might result in leaving a negative image of the organization on the minds of the customers. So the trademark is redesigned to bring change in the image of the company.

• If the corporation diversifies the business, it should get reflected in the trademark of the corporation. If a business owner has stopped manufacturing a product which is no longer in demand and has switched over to some other product, this change should be reflected in the redesigning process of the trademark

Effects on branding

• A change in the business logo means that you are presenting a fresher image. Usually, the audience likes to see some modifications done to your brand identity. The audience might have been quite supportive when you did your first launch. Now, with time, you may feel as though they are tired. They might continue to buy your product, but you do not feel the enthusiasm. To boost the same enthusiasm in them, it is a good idea to wake them up through a revamped corporate identity design.

• Redesigning or changing your logo also means that you are on a constant road to progress and this is why you chose to have a new face for your company. This boosts your position on your business portfolio, and attracts more buyers.

• Many companies then choose to modify their company logos. This helps in maintaining the reputation you have, and also end the argument that might be heating up within the company.

Positive Effects

• There is a chance that the customers will not like the new face of your company. You might have presented the new business logo design with the hope that it would be as successful as the one before. However, this might not always turn out to be true. This is when you have affected your brand image.

• Too many changes might not be very helpful. This is because, as you keep changing the corporate identify design, you may lose the original brand identity you previously had. Similarly, because of frequent changes, customers might keep forgetting what your current logo may be.

• Often, the customers who are linked with the logo may not adjust to the changes at once. For instance, because the logo design keeps changing frequently, any employee might print letterheads containing the previous logo by mistake. This can also affect your brand image and professionalism.

Negative Effects