In PR, how much do logos matter?

Public relations professionals often are experts in branding, image and reputation. Where does an organization’s emblem fit in? Here are a few thoughts about Instagram’s new look.

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Consumers often question any well-known organization’s decision to change its logo—especially in technology.

I’ve fielded questions about Medium, Uber and, more recently, Instagram.

When it comes to the importance of a brand’s image, I understand why people like to talk about logo changes. Whether or not you agree with an executive’s decision to make a shift, it’s entertaining to debate and argue about.

Few however, acknowledge that a company such as Instagram is a business, not a museum. From a business standpoint, Instagram’s change has zero impact on its corporate bottom line.

Make significant changes.

Certain changes can have a huge impact on an organization’s success.

For example, it would be beneficial if the designs of the user interface and user experience were altered to make people stay on the app longer and engage more frequently. Instagram’s logo change doesn’t appear to have a significant impact on how Instagrammers use it.

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