Redesign a logo can be Difficult: 4 Examples
The logo is definitely the most important part of a brand. The goal is to reveal the qualities of a product or service to society and communicate what the mission of the company.
The logos should not be processed or very intricate because they need to be effective to evoke impressions in the minds of consumers.
The logo design is not easy and there are no perfect rules to create the best design. When creating a brand image there are many aspects to consider, such as the type of message that will be transmitted, the history of the company and the target audience.
Years after a logo is produced, some companies need to transform their brands or make changes to your pictures. Some of the reasons that lead to this decision may be an extreme attempt to get out of an economic crisis or perhaps the desire to increase the consumer base.
As well as creating logos is a difficult process, redesigning one is not free from risks.
Sometimes even good brands with logos make mistakes when trying to refresh. Here we will look at some cases changes logos (of course, we will see positive and negative examples).
One of the most negative changes logo came in 2010, when Gap replaced its old logo, which was created in 1969 by a more modern one. The new logo was characterized by the company name in a sans-serif with a blue box on the Source “p.” The idea of Gap was to create an image to help give younger the company look and you can use promotional campaigns on social networks. However, the outcome was completely unexpected; many expressed dissatisfaction loyal customers through the Gap on Facebook page so much that decided to withdraw the brand new design.
This situation was probably caused by the fact that Gap did not realize the love that people had for the old logo, which was printed on poles, shopping bags and other places. With this example of poor redesign, you might realize that when modifying a logo should not consider trends but also consider the possible effects of changes in your audience, sometimes drastic changes are not the best choice.
MASTERCARD – Mal result
The following example we will see is that of Mastercard. The famous brand has a logo that everyone knows and is easily recognizable anywhere in the world. This consists of two parts, the first is a fund consisting of two red and orange circles that meet in the middle. The second part is the name of the company, Mastercard. In December 2006, the company unveiled a new logo. Still being composed of two main circles but came with shadows and colors similar to a bubble in the center of the image object. In addition, the brand name was juxtaposed to the word “Worldwide” to express publicly its intention to expand into new markets.
The new logo was certainly more modern but had many colors and looked fuzzy. Mastercard acknowledged that this new image was not impressive and decided not to use it. From this example it is possible to understand it is not always easy to go from a simple to a more complex level and processing logo.
The most successful logos redesigns, such as Starbucks or KFC, were characterized by a transformation to sobriety and lines. As they say “less is more.”
SPOTIFY – Good Result
Let’s continue with an example of a good logo redesign process with Spotify, a streaming music.
The old logo seemed to be playful, not serious and wearing a pretty friendly source. By contrast, the new logo has the same colors and name, but has a completely different style. It is more orderly and less lively, all points are aligned, and there is no shadow effect. (The latter contributes a two-dimensional look.)
The changes were appreciated by users of Spotify who happily accepted the new logo. One reason for this positive attitude, was that the company did not try to make the picture more complex mark, but continued a process of simplification. Unnecessary elements were cut and less details were inserted into the new image. Another key to success is that Spotify launched a logo redesign process, because I really needed, and not just because they wanted to give a fashionable look to the company. During that time (and even today), its purpose was to expand their business and it was important to look professional renewal. From this example, you can see that a change of logo in a brand should not be the target of some action, but must be the means to achieve a particular goal.
WENDY’S – Good result
Let’s look at another example of positive change for the logo of a famous fast food company, Wendy – the third largest fast food chain in the world.
After 29 years without even a small change in 2012 Wendy decided to undergo a process of reinvention. The new logo did not reproduce the style of the old west as ever, but still characterized by the presence of freckled girl, Wendy, and company name.
The lack of signal structure evokes feelings of freedom, while the use of a font sans-serif gives a more contemporary look to the brand. This last item was probably one of the main ideas that lead the process of rebranding. Wendy decided to change the logo and change all product packaging, and it was not a positive economic situation. The fast food chain tried to use graphics with new ways to express personality and sales momentum. And, according to the management of Wendy, use the new logo corresponded to an increase in sales reported.
Wendy redesign shows that have a specific purpose in mind is important to realize an effective process of rebranding. <a href=”http://thewebbrands.com/branding/”>Dubai Branding Agency</a>