This article was originally written by Everett Lee.
Seems impossible, but a good logo truly is the visual representation of your brand, and has the power to create an identity – not only for the company or product, but also the individual. If your new logo identity is branded correctly and communicated effectively through all the brand's major touchpoints, an individual's connection with the logo becomes a seamless extension of themselves.
Encapsulated in one symbol, a logo IS the company's essence – It is the visual expression of the entire brand promise.
As trends evolve, it’s not a bad thing for your logo to evolve too. Just as long as the rebranding process creates a new mark that resonates with your target audience.
The right update not only sends the perfect message of progression, but it also allows your audience to be more accepting. But be careful, anything drastic with this branding effort will instantly offend your demographic, and send them into a tirade over your new logo design.
The primary communication objective of any rebrand must be clearly identified in your creative brief and considered carefully by the agency in charge of your creative services. If it isn't, fire them now.
Let’s look at a case study we are all familiar – the "new" Los Angeles Chargers logo. The day the organization announced they’re officially relocating to Los Angeles, they also introduced a new logo.
Unfortunately, it was a combination of the Los Angeles Dodgers logo and the Chargers lightning bolt. They even ditched their brand color scheme, and to say the least; the response was atrocious.
The feedback was so awful that Chargers owner, Dean Spanos claimed it was all for “marketing purposes,” and has zero plans to re-brand the franchise after all.
The obvious conclusion by many fans – this was a bunch of BS trying to save face. But was it? You may argue that the marketing team surrounding Dean Spanos simply deployed a new viral marketing tactic, outrage marketing.
IF THE CHARGERS TOOK THE TIME TO UNDERSTAND THEIR DEMOGRAPHIC AND RESPECT THEIR HERITAGE, IT WOULD HAVE RESONATED PROPERLY.
The message needs to be loud and clear, but also be original, authentic and uniquely personal.
To differentiate the old from the new, ask the right questions:
Who is your target demographic?
What is your brand message?
What type of feeling would you like to evoke?
How can we evolve, while respecting the brand's history?
If you are going to market with a newly designed logo, the results should feel genuine and natural, not forced or jarring like the Chargers logo. Sometimes, just the simplification of a logo can be successful for a rebrand. Subtle tweaks to the form create freshness within the brand while respecting the history.
Change is good, and it’s necessary for your logo to evolve with the times. Ask the right questions, be mindful and respect who your target audience is. That way your logo will resonate no matter what.
Thinking about your rebrand?