The purpose of a logo is to get consumer recognition for your company, product, app or service. Logos are the ‘face’ of your business, and it is important your business is making a positive impression with prospects and clients.
Your logo, however, has a certain shelf life and should be redesigned from time to time to stay up-to-date, relevant and keep your company identity fresh in the eyes of consumers.
There are many reasons why companies redesign their logos. Here are a few to consider.
1. A shift in company's direction, purpose or message. Whether it is a merger or significant change in your business, 360-degree transformation of your brand can be a good marketing strategy.
2. To adapt their logos to be more suitable for online marketing. Less complex and converts well to social media.
3. A better way to connect with the company's target audience. Like fashion and hairstyles, trends are always changing the way your audience perceives your business. An up-to-date brand reconnects businesses with the people they want to reach.
It's not uncommon for companies to change their identities over time. Take Subway for example. Subway, whose former spokesman Jared Fogle last year was convicted of child pornography, introduced a campaign focused on wiping its slate clean with "fresh locally grown produce" that are "free of artificial preservatives."
While Subway's positioning has always been "Eat fresh," the new effort focuses on the company's and its consumers' "appetite for better" to “stay fresh”. In one of the spots, called "Clean Slate," a heavyset man works out on a treadmill, a young female football player goes into the game and a dog is rescued from a shelter as the voice-over talks about its clean food efforts.
The spot ends with "The best way to stay fresh is to never get stale," and offers the hashtag #SearchforBetter.
The company is also recasting its logo with a design it said; "stands up tall, bold and confident, capturing the essence of the brand in a fresh, contemporary look."
If you are thinking about rebranding your identity, consider connecting with us. We have helped our clients do this very effectively. Here are two client examples.
Article Source: AdAge.com