PR Fish Bowl

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January 8, 2013

Tuesday Tips: Logo Logic

by: in: Crenshaw Communications, PR Fish Bowl, public relations

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 this past 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 went back to 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?

If it ain’t broke…

How cliché.  But it’s the truth, sometimes modern and fresh can’t replace classic and beloved and you should stick with the traditional.  Remember what happened when Gap changed its logo?

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.

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.

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 VIP opinion.

Don’t stop there.

Chances are, if you’re considering a logo change 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.

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