Really? You want to change the logo? Again?

Whether a monolithic organization with a history spanning more than a century, or a start-up technology company with less than 10 years under its belt, a company’s logo is quite possibly the most important strategic marketing asset it has. At a minimum, it’s what customers, investors and the press look for when they purchase your product, visit trade shows or seek your website. It can also be a reassuring presence to employees.

Marketing executives come and go in organizations and while they may want to put their particular stamp on the company’s brand image in the rush of being a change agent, they should consider what’s best for the company first and foremost. Sadly, some suggest changing the logo without really thinking it through from every angle – like the effect on brand recognition across all audiences, or how it will translate on all marketing materials.  Cost of change is also a factor especially when start-up cash-flow is a challenge.

Before jumping on the logo change bandwagon, be sure to consider why you think change is necessary. Is the company going in a new direction? Has the logo become dated?

Many companies make minor adjustments to a logo over time without damaging overall brand recognition. General Electric is one such example. Here is how it has transitioned without impacting the long-standing equity associated with what employees affectionately have called the GE “meatball.”

Sometimes there are good reasons to change a company’s corporate brand identity. One case in point I experienced was when Hyperion Software merged with Arbor Software to form Hyperion Solutions. The decision was to keep the Hyperion name, but demonstrate to the employees and customers of both companies that it was a new organization with more products for customers to choose from. Without going into the lengthy strategy that Landor Associates put into the thinking behind the merged companies new logo, here is how the mark transitioned starting with the original when IMRS became Hyperion in 1995, to a “quick fix” logo on the date of the merger announcement in 1998, to the one finally used (and designed by Landor over months and at great expense) prior to the company’s acquisition by Oracle in 2008:

  

Here’s one more example. While I was at Westbrook Technologies, a relatively young content management software company, I implemented a subtle change to the logo. By transitioning its colors from primary red and blue to a richer-looking navy and burgundy, the mark received a nice facelift without impacting its valued recognition among the software product’s users. I know, taste is subjective, so it’s important to consider many factors and having a solid marketing when changing a logo. 

An article I read on this topic, by Roxanne Weber http://online-logo-design-review.toptenreviews.com/your-logo-your-most-important-strategic-marketing-effort.html , had what I thought was particularly valuable advice:

Once you have a logo, stick to it. While it may be tempting to change your logo every time a new ideas comes into your head this can be counterproductive. First, building a brand name takes time and effort that hopefully builds a return when customers see your brand and purchase your products or services as a result. Changing your logo is like changing your brand, and it’s like starting from square one. Second, customers may see your constant logo changes as a lack of stability.

Hmmm… lack of stability. Yikes. Now that’s one trait a start-up company wants to avoid!