Today's general business climate is fast-paced and quite dynamic. Due to new information technology and marketing channels like social media, consumers are closer than ever to company brands and marketing efforts. With this new transparency and intimacy with brands, it is imperative that companies create logos and brand imagery that is modern and comfortable for today's consumer.
Rebranding your company logo can subtly garner very positive, psychological responses from your target (and more general) consumer audience. Creating a new logo portrays a subconscious sense of innovation, change, and style. When companies, small or large, create an effective logo design the positive marketing effects can be quite encouraging.
In recent years, many notable, large companies have rebranded their logos to enhance business and marketing strategy. Several have done so as a direct result of restructurings and “spin-offs." Several have created new logos to simply convey an image of positive change and progress (regardless if business or product strategy has changed). An example of a subtle logo rebranding that has had widespread positive marketing effects, Visa redesigned its corporate logo earlier this year in January. The company simply removed its yellow flap from the letter V and tweaked its font to reflect a darker blue color gradient.
By making only a few subtle logo design changes, the large credit card company is able to portray the feel of a fresh, new logo while also maintaining the essence of its previous logo that millions of consumers and loyal customers have long been accustomed to. Other large companies have made more drastic changes to their logo design and failed to properly anticipate possible repercussions of an extreme rebrand in the eyes of the consumer. Tropicana is a fine example of a market leader in its product category that drastically rebranded its logo and associated creative imagery in an attempt to create a fresh new look, but discouraged and isolated a great number of its loyal customers (Click here for more on recent rebranding failures).
The orange juice producer brandished its iconic orange and straw imagery which had been used for decades in traditional advertising and completely redesigned its fun, green font style into a newer, more modern look. Obviously, there's nothing wrong with rebranding your company logo to reflect a more modern design, but it's important to judge your consumer's level of familiarity and brand experience with your particular creative brand imagery. Practical marketing research in the form of focus groups, ethnographies, or research as simple as a survey or questionnaire can dramatically help you learn about your existing and target consumer's brand loyalty and relationship with your company logo and associated branded imagery.