It’s on your product(s). It’s on the packaging. It’s on your website. It’s probably on the building you work in. It’s your logo.
A logo is, essentially, the face of your brand. A company’s logo establishes its identity with consumers. Ask the average person to recite your company’s mission statement, or name your CEO, and you’ll likely get nothing more than a blank stare (much to your CEO’s dismay). But your logo? THAT they’ll remember.
Your logo is like a first impression. The wrong color, language, or design could turn off a consumer in seconds. Fair? No. True? Absolutely.
Changing a logo is a risky move, both because it’s an alteration of your brand and because it’s likely to elicit strong, diverse emotions from the public.
See what we mean by taking a look at some of these logos, pre- and post-rebrand.
Before the Big Mac we all know and love, McDonald’s Famous Barbeque was selling, believe it or not, roughly 40 different barbecue items. The McDonald’s brothers quickly realized where the profits were coming from – burgers – and they rebranded to McDonald’s Famous Hamburgers in the late 40s, eventually shortening that to just McDonald’s. Over time, the restaurant has undergone a handful of logo changes. The iconic Golden Arches were first introduced in the early 60’s and evolved over time. Now, the simplified mark stands alone – you don’t need the words “McDonald’s” to know what that symbol stands for!
For a classic example of rebranding perfection, see Starbucks, the Seattle based company loved for their coffee. The first significant change happened in the late 80s after Howard Schultz acquired the brand. The company dropped “Tea” and “Spices” from the name, and changed the logo from brown to green to represent prosperity and growth.
In 1992, the detailed, bare-breasted siren at the center of the company’s mark was replaced with a cleaner, family-friendly version, and stars were added between the logo text. The 1992 version became one of the most recognizable and beloved logos of all time, as evidenced by what followed: the (in)famous 2011 logo update. The company dropped the entire outer circle of the logo, leaving just the Starbucks mermaid on her own. The company was slammed with harsh feedback from the unholy pairing of Starbucks loyalists and design experts; however, unlike Gap circa 2010, Starbucks stuck with its decision and kept the new logo. Thankfully, tempers have cooled in the years since; otherwise, we would feel guiltier leaving the office every afternoon on a Starbucks run…
Consumers love an environmentally friendly company; unfortunately, as BP (British Petroleum) learned, just saying you fall into that camp does not make it so. In 2000, the oil drilling giant replaced its 70 year old logo with a flower-like Helios image in an attempt to brand itself as a green company. The logo was not well received and was – surprise! – widely viewed as hypocritical.
Fast forward to 2010, when BP was responsible for the largest accidental oil spill in history. The public was quick to remind BP of its logo blunder. Images of the logo drenched in oil spread rapidly, highlighting the disastrous effects the company has had on the environment, and piling on to their disingenuous rebrand.
Don’t be like BP. Call us – we’d love to chat about your logo and brand needs.