Logo Redesign; Friend or Foe?
When a company decides to redesign their logo a lot of things need to be considered to make sure that the logo transition happens as smoothly as possible. New business cards, along with stationary, signage and many of other things all need to be changed so you need to make sure that the transition to the new logo will translate well to all of these items. There have been cases where a new corporate logo has been introduced and it is not well received. In October, 2010, The Gap introduced their new redesigned logo, and after feeling pressure by the media, reverted back to their original logo. You can read more about the “Gap Mishap” in the next section.
The important thing to remember when redesigning a logo, is to maintain the general integrity of the design. If a company decides to completely overhaul their logo, and it is not recognizable anymore, the point has been lost. Companies should still retain the visual recall that they so heavily depend on with their consumers. If they put this aside, much could be lost.
Also, only redesign when it is necessary. Don’t redesign a logo because you are bored, or you want a “fresh” start. Often, a CEO or business owner will want to start over, and put the past behind them. This can be effective as long as the process is handled with care. A new look can often signify a new product or service. However, your company logo will only be as good as the product or service it represents. So, a new logo will not mask the problems within a company, but can be a great way to get an updated, and fresh look, without changing the outline of the company mission.
Below are a few corporate logo redesigns that were handled in good taste and transitioned quite smoothly.
A fast food chain in the United States switched up their logo on March 15th, 2009. The new logo takes a more modern approach for the company with their subtle 2 color box that also adds depth to the design. The “Jack” text also helps accommodate the box. Overall, a good choice for Jack in the Box.
If you say “KFC,” the first thing that most people will think of is Colonel Sanders. This is why Kentucky Fried Chicken had to be careful when they decided to redesign their logo. They needed to choose a design that would update the company image, but that would not jeopardize the company brand. Their new logo unveiled in November 2006, kept the colonel at his finest, but lost the suit and gained an apron. The new logo is a much more modern approach, while adding a friendly and inviting touch.
Back in 2003, the United Postal Service (UPS) felt it was a good idea to modernize their look with the introduction of a new corporate logo. Their previous logo was very plain and bland, whereas the new logo adds more depth to their name and does so in a clean and friendly manner.
Widely known for the yellow price tag, Best Buy recently redesigned their corporate logo by redirecting the focal point to their name, rather than the yellow tag. The tag is still present in their new logo however it plays a much more subtle role compared to their older counterpart.
Although Delta’s new logo design may not be as groundbreaking as some other logo redesigns seen here, the new logo takes the company in a new direction adding a more modern and professional look. By using a Sans Serif all caps font face and darker colors, it gives Delta the edge that show’s that they are indeed a professional airline. The slight 3D effect also adds a nice touch to the logo as well.
While there are many other companies who have rebranded their look in hopes to regain momentum in the market, we’ve only covered a few. With a new look it brings hope that it will reignite interest in the company and in turn, increase profits which is exactly what a business wants when going with a new image.