Starting your own company, one of the things you need to consider is the design of your business logo. A good logo is obviously an important part of any business start-up.
Your logo will represent the “face” of your company – one of the first things that your customers (and the public) will see when dealing with your business. It will adorn your products, your storefront, your letterheads, compliments slips, maybe even company vehicles or employee uniforms. It’s important to think about the future of your business when choosing your logo design, even when you’re just starting out.
Even if you pick the perfect logo now, what will the future hold? As you can see from the history of Pepsi’s logo, over the years their design has change quite substantially. Yet the newer designs have stayed true to the original brand. Even with the significant changes between 1962 and 2008, you’d still be able to recognise the new(er) Pepsi logo, even at a glance. That’s partly because they’re well known, with a strong brand, but also because they haven’t strayed too far from the original design.
Logo Redesign Success and Failure
Pepsi’s logo redesign has been relatively successful. Although there was some criticism of the 2008 version of their logo within the design community, it is still recognisable and in line with the company brand. Sometimes though, companies get it so badly wrong that they are forced to backpedal.
Late last year, Gap (“one of the world’s largest specialty retailers”) decided to redesign their well-known logo and adopted such an extremely different design that there was a massive online backlash from customers and members of the public alike. The news spread like wildfire and the negative press lead to Gap being forced to drop the new logo and return to the old.
The Gap logo redesign is a perfect example of how wrong a company can get it. All sorts of publicity occurred during the period, including a fake twitter account (@gaplogo), a website where you could design your own “craplogo” and plenty of criticism from the design community. The feedback on Twitter and Facebook alone were enough to encourage Gap to realise the errors of their ways. Of course, no publicity is bad publicity and Gap probably got a fair bit of extra website traffic from the logo redesign, if nothing else.
It does however show that it is important to consider your market and your target audience when adopting a new design.
Reasons For a Redesign
There may be many different reasons why you choose to redesign your logo. Over time any logo design will start to show its age. Times change and what is seen as “modern” and “fresh” now might not be the same in 10 years time. Just think about how things looked in the 80’s and 90’s. So starting a company now, you might be looking for a redesign in a few years time. You’ll need help from a professional graphics designer to ensure that you don’t fall into the trap that Gap did and that your logo is still recognisable to your target audience and doesn’t differ too greatly from your established brand.
As your business grows, you might move into new markets and foreign Countries. At this point, you should thoroughly research your new target markets to see if your logo is appropriate. A redesign might be necessary to ensure your logo is relevant to the audience, doesn’t offend and is suitable. You may need to consider trade mark implications at this point as well. Another company may have a similar logo registered as a trade mark in the company you are seeking to do business with. You may be forced to redesign to avoid legal action.
Whatever your logo design requirements – The Company Warehouse can help. Our experienced graphics designers are on hand to help with redesigns, revitalisation and more.
Contact us today on 0800 0828 727 for support.
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