Mrs. Hristina Nikolovska

Big Brand Logos — To Change or Not to Change; That Is the Question

Logos play a major role in establishing the identity of a brand. They leave a lasting impression on the minds of consumers. Just by looking at a trademark, consumers will form their own perception of the company. This makes branding investments a necessity (rather than a luxury), forcing many a business to seek out professional help.

Logos are the visual manifestation of a brand. Memorable logos can charm consumers, thus forever imprinting the brand’s name into their minds. It is the first thing customers see on your website and products, making it not just a symbol but the identity of your brand — which is why so many brands work day and night to upgrade and improve their company logos.

The graphic elements we see in many famous logos today are merely the result of numerous techniques that were developed over the centuries. It’s also a matter of what’s currently trending. For instance, at the moment, brands are taking a more minimalistic approach with their logo designs. In fact, according to the latest branding statistics, a whopping 95% of brands use just one or two colors in their logo design.

So, if a logo is the brand’s heart and soul, why change anything? Well, the reasons are many.

For one, brands need to keep up with the times. Otherwise, it’s not only their logo that will feel outdated. For example, social media weren’t yet a "thing" back in the 90s, and companies needn’t have worried about their logos and how they fit their profiles. Today, it’s the other way around as companies go to great lengths during the entire designing process to create a logo that suits their target audience on these platforms.

There are even cases where the whole rebranding process is beyond the company’s control. Most often this is the case during asset separations, mergers, and company sales, which can force a brand to adjust its logo to reflect the current change in ownership.

For instance, Volkswagen saw a huge overhaul of its logo after WWII (if you look at it you’ll see why). Mozilla Firefox was another major band that completely changed its logo — the initial design featured a phoenix, whereas the new design depicts a fiery red fox circling the globe. The reason? Trademark infringement. The original name — Phoenix — had to be altered due to legal reasons.

At the end of the day, if the likes of Pepsi, Apple, and Coca Cola can make the leap of faith and modify their logos every now and then, so can you. After all, people prefer a brand that keeps up with the times more so than a brand that’s still trailing behind in the Stone Age.

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