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Reasons to Revamp your Company Logo Design
As per standards of the design industry, presenting a new logo is relatively easier as compared to changing an existing identity. This is because when a new-fangled logo is revealed, there is no reputation in jeopardy. But to improve a previously recognized logo implicates you risking years of popularity in a state of uncertainty. Without reasoning and logic, changing your logo design can be disastrous.
For those who are not aware, the Gap logo ordeal is the most appropriate illustrations for this case. The famous brand changed their logo without adequate evaluation and was made to come back to the previous one. This also led to logo design contest being held everywhere to redesign a better logo for Gap. There are countless other examples of brands that have modified their logo and be unsuccessful totally in front of the clients.
In order to be sure that you are redesigning with a purpose, here are some reasons when a company should consider revamping its logo design:
1. Alteration in Name:
Case in point is UK Space Agency that refurbished its logo. This occurred when the name modified from “British National Space Centre” to “UK Space Agency”.
2. Reduce complexity in design:
Sometimes, a logo is so complicated in design features that a customer cannot decipher as to what the company is all about. Hence,. You should redesign to reduce complexity in the identity design. Anyone who remembers TV serial “Doctor Who” logo will know that it was revised to its abridged form “DW”.
3. Reputation at Stake:
The biggest example for this reason has to be British Petroleum whose reputation was severely tarnished due to the oil spill saga. The old giant replaced its “Green Shield” logo with a Helios figure to confront the criticisms.
4. Company Mergers:
Pharmaceutical giants GlaxoWell and SmithKline had to introduce a redesigned identity when they decided to merge together and form ‘GlaxoSmithKline’.
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February 8, 2012
Excellent post. I want to thank you for this informative read. Keep up your great work.