There have been many logo debacles over the last few years. One of the more recent and notable uproars occurred within the University of California statewide system.
UC officials decided to change its look after 144 years by “quietly” unveiling a new logo in November. As casual as that may sound to some, it was in no way a small change that went unnoticed.
After much student and public outcry, UC restored the original logo
and suspended further use of the new one, removing it wherever they could.
So what can your brand do to avoid a logo no-go?
1. Remember, “If it ain’t broke …”
It’s cliché, but it’s the truth—sometimes modern and fresh can’t replace classic and beloved. In those cases, stick with the traditional. Remember what happened when Gap changed its logo
2. Ask yourself why
Why do you and others in the company think the logo needs to be changed? Let your goals inform your plan of action. Is your company going in a new direction? Or has the look simply become dated? Some situations may call for a small evolution of your original logo, rather than an overhaul.
3. Put your money where your mouth is
A company’s logo is its visual representation, however small, and it’s often the public’s first impression. A well-designed brand image is critical and not something that “your old college friend the graphic freelancer” should undertake. It’s best to let the pros take the lead in developing one in partnership with marketing and other professionals within your company.
4. Look to your customers
Consider setting up a focus group to learn more about your customers, what they think of your brand, what appeals to them, etc. If it makes sense for your company, ask your social media followers to weigh in. After all, these are some of the biggest supporters of your business and crowd sourcing has become a viable way to vet opinion from VIPs.
5. Don’t stop there
If you’re considering a logo change, chances are you should also consider taking another look at your brand strategy. Has your overall objective changed over the course of time? Rebranding efforts don’t start and end with a new logo.
Any new logos you love or loathe? Let us know in the comments section.
Kaitlyn Kotlowski is a senior account executive at Crenshaw Communications. This story first appeared on the blog PR Fish Bowl.