A logo is a graphic mark or a symbol used by organizations to aid and promotes instant public recognition. It identifies and symbolizes the organization in a marketplace.
The purpose of the logo is to translate the brand message into an icon and logo. Logos catch the attention of the audience and bring an immediate recollection of the brand name and the products attached to the brand name. Logo design serves the purpose of supporting the business name and the products and services provided. For example, if a brand’s most appealing aspect is endurance, or speed then it may be incorporated into the brand logo.
FedEx makes use of this very innovatively. Notice the arrow formed between the letters “E” and “X” conveying speed, direction and reliability of this amazing courier service.
Why do companies change the logos?
Companies do not stick to the same logo for the entire lifetime of the company. But there are multiple reasons why a company does change its logo.
A logo is changed in order to better represent where this brand is headed in the future, what are the future plans of the company. As a company grows, the aim of the company becomes clearer and it opens itself to newer markets. For example: The logo of Apple is a perfect example of logos changing with technology.
A fresh logo is the key to providing a new visual representation of the merged group after a business acquisition, but it be designed in a way such that it is able to maintain customer loyalty from the 2 original companies. Eg: Statoil -Statoil is a Norwegian energy company, formed by the 2007 merger of Statoil with the oil and gas division of Norsk Hydro.
A company may also consider rebranding through a changed logo if it has decided to branch into new market segment or if the company wants to reflect a new fresh look.
Sometimes changing the logo of a company can cause problems because people assume if the logo has changed then the company has changed. This can cause a loss of customers and hence business.
Many companies opt for rebranding through logos to attract the younger crowd while maintain the older lot. The advertising departments of the companies check what the “in thing” is and try and incorporate this into their branding and advertising.
Recent example of rebranding through changes in the Logo:
For the first time in 17 years EBay decided to change the logo this October to reflect the changes at EBay. EBay President Deven Wenig at the launch of the new logo reveals- “Our refreshed logo is rooted in our proud history and reflects a dynamic future. Our vibrant eBay colors and touching letters represent our connected and diverse eBay community – more than 100 million active users and 25 million sellers globally and growing.”
What they intend to convey through the new logo: EBay offers a cleaner, more contemporary and consistent experience, which is the reason for a more “modernized” logo. In short they want to convey that eBay is much more than auction-style listings today.
But the overlapping jumbled logo was something was unique to eBay and added to the freshness of the logo. In its attempt to look more contemporary, eBay took away from its logo that funky alignment that set it apart from other techie looking logos like Google. Though the company has kept the colour scheme of red, blue, yellow and green intact the letters are now thinner and arranged inline, rather than the previous, slightly jumbled.
Some reactions of the people on the company’s facebook page soon after the launch of the new logo:
Why are all logos becoming so boring nowadays?
its actually very hip…i like it ^^
It’s a bit plain and simple, but it’s not awful. I prefer the old one though.
Plain. Why would you simplify a great logo?
did you make this on paint? :L
since when did Google buy out eBay?
The new logo is also a cause of confusion for the people who see it for the first time. The first responses it may evoke are- Is it eBay or should it be Google in colourful letters? Are they copying Google? Google has already created a deep impression in the minds of the people in terms of the multi-coloured logo and the straight-and-organized look. It sure does confuse the customers with other company’s logo (read Google). We now need to wait and watch how easily the customers are able to get in sync with the new “modern” brand image that eBay has in mind.
Microsoft logo has undergone a major change from a techie looking version of the company name to the familiar panes of the windows OS. This is the first major Microsoft logo change in the company’s history. Microsoft’s Jeff Hansen reveals that the new logo is designed to “signal the heritage but also signal the future — a newness and freshness.”
The timing of introducing the new logo has been strategic. With new products lined up for release, Microsoft wants to seamlessly integrate the products in the minds of the customers. Talking about the need for the new logo, Jeffrey Meisner, the general manager in charge of brand strategy for Microsoft says “This is an incredibly exciting year for Microsoft as we prepare to release new versions of nearly all of our products. You will see a common look and feel across these products providing a familiar and seamless experience on PCs, phones, tablets and TVs.”
The new logo has been created to keep the consumer in sync with the change in the company’s interfaces and branding. Microsoft’s Office team has also adopted a similar interface and style, Windows 8 will have a similar interface and Windows Phone 8 completes the trio of products for Microsoft’s major rebrand.
The four panes in the logo also represent the four screens Microsoft wants to dominate: TVs, PCs, tablets, and mobile phones. The four colours are associated with its main product lines: blue for Windows, orange for Office, and green for Xbox. Yellow, will be associated with Microsoft’s enterprise products. So overall it is a well thought out logo that the company has created.
The earlier reactions to the new logo on the facebook page reads like-
perfect… simple yet attractive
I can draw that in paint
I love it! Awesome!
Simple and stylish
SO this is the new logo? are you going forward or backward?
The new look of the Microsoft logo with the introduction of colours and lighter font is a big improvement over the tough and boring, corporate image of the old logo. Microsoft is a technology company which has deeply penetrated our lives and any change in their branding is bound to evoke responses from its huge customer base. The company has logically thought out the new logo but will the customers understand the reason and not just consider the new logo as too “simplistic”?
Should the company change the logo?
Times are changing and so the companies are updating their logos to keep pace with the changing times. When a logo is used for a number of years the brand recognition that it has amassed is valuable to the company and thus changing the logo is a big decision. With that in mind, companies go in for subtle changes so that along with the freshness, brand recognition is still there.
The growing trend in rebranding through logos is the increase in the use of lowercase lettering over the last few years. Companies don’t want block letters and dark colours in their logos because that conveys the company being dominating and powerful. Brands are today using lots of soft colours to communicate approachability, personalized service, and an easy-going nature. Many companies are switching to the logos which are simpler, cleaner, and fresher. The logos are also being redesigned from their complex versions into simpler ones so that most people could fairly easily recreate them.
The article is authored by Nidhi Sarda from JBIMS, Mumbai.
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