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June 25, 2017 — Paulina McFarland

Changing Your Logo: What Works?

A Logo Redesign and A Flood of Reactions The introduction of a logo redesign is controversial. Look back to some of the most talked about rebrands of the past years. When Instagram released it’s new logo, everyone had an opinion. Similarly, Uber’s new brand identity created endless buzz, attention, and debate. When Tropicana abandoned their old, trusted look, sales plunged 20% in one month. Sometimes, it seems like a lose-lose situation. Consider one of the most recent, buzzing rebrands in the news: MasterCard. On one hand, MasterCard’s new logo has been commended for keeping a low profile....

The Meaninglessness of Logos as Brands

Hugh McLeod once again hits the nail on the head with this cartoon. Logos only have value when people associate something they value with them. A logo alone does not convey meaning. When a company, product or service has an established brand promise and a meaningful way of being, people start to ascribe that meaning to the logo (and the company, product or service behind it). A brand promise matters when it relates to the needs, beliefs, interests and aspirations of people, and promises to make their lives better and more gratifying. A brand promise matters when it creates positive feelings...

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