Don’t Kill Your Logo


Logo designs are very important, not just for internet businesses, websites, but for any business that wants to keep its products and services in the public eye. There are many brand names out there. Brand name clothes, computers, televisions, shoes, and yes, even brand name gourmet foods. The advertising departments of these companies have spent many hours, hired trained people, and spent a good amount of money to come up with the right logo’s to help get these products and services known.

Although many of these companies offer high quality goods to their clients, it wasn’t the goods that first attracted the attention of their clients. It was their logo design. People saw an interesting logo being splashed all over the place and decided to see what all the hoopla was about. Once they found out how good they the products were they became life time customers. It became second nature for them to look for that logo no matter where they moved to or traveled, because they knew they could count on the company to supply the same quality goods they got in other locations.

As companies grow they change. Sometimes they change the way they provide services. Sometimes they make their services better, add to the services they already provide, or tweak the already good services they have. Sometimes they change their products. They may add a new designer, carry a new line, discontinue an old line, or offer a wider variety. This is a normal growth activity in any kind of business.

As companies change, they often feel that they need to change their advertising too so they will appeal to a larger, more diverse audience. For some companies, a change like this is great, but should only be done after careful consideration. For others, it isn’t the wisest thing for them to do and can actually hurt their sales, profits and even their popularity. When people find something they really like, even a small change, like a different logo, unless that logo is great, can make them start to worry about the services and goods the company provides.

For example, in October of 2010, Vanity Fair did an article about the GAP Logo Issue. It seems that they decided their logo design was too old and they needed something newer, more modern, sexy and cool so they designed a new one. Wow!! The new one was born but only lived for a week. Some of the comments made suggested that the new logo looked like “an emblem of some failed low-fair spin-off of a major airline”. Another comment compared it to the tee-shirts with rhinestone letters that you find in a thrift store that is neither vintage or cool. GAP sent it to Facebook for reviews, and within a week they reverted back to their old logo.

There was a lesson to be learned here. If something works and works well, don’t change it. In other words, if your sales and profit charts show you that your logo is still bringing in new clients, keeping the old clients and everything keeps rising, then “don’t kill your logo”.