Re-branding: New Logo, New Interest.

By Mash Bonigala

Rebranding success story can be a great way to generate new interest in an old product. Logo Designs or emblems can often date products, companies, or sports teams. When interest flags a revision of the entity’s image can generate new business or interest by adding excitement both internal to the entity and externally.

Color choice can be key when re-branding. Older images have color schemes which correlate to what the market felt for the shapes and colors that were chosen, now they serve only to date the logo itself. Because how the public sees use of colors in logo design changes choosing new colors can represent the ideas of a company in a new way.

Shapes as well as line design seldom change in the minds of the public, but when redesigning a logo or icon, it is important to make the entire piece work together to one end as seen in the top 10 logo makeovers. Keeping in mind the core ideals of the entity, the new logo should bring to mind the essence of the entity’s mission statement both internally and externally.

There are a great deal of success stories for rebranding logos. The Denver Broncos redesign their logo in 1997, they saw increased interest in merchandise for instance. The former Denver Broncos logo was dated feeling and proved that logo redesign need not be radical. Having no energy from the mostly orange uniform and helmet, after rebranding the actually play of the team may have changed, but the way the play was perceived changed. The logo design team felt more modern after its rebranding, giving it a relevant feel, which the fans seemed to receive very well on the whole.

Coke rebranded itself for a time in the 1980s from the long cursive letters to the simple Coke text for time. They also “updated” the flavor of Coke to something more akin to Pepsi, in an attempt to grab market share. This attempt failed, and Coke-a-Cola drinkers seemed pleased when the classic flavor came back.

In Coke’s case, it rebranded to try for an updated feel. If Coke had not rebranded the Coke “classic” to the newer Coke, then it may have done even more harm to the company’s reputation. This event has been almost entirely forgotten now, because Coke was able to return to their “classic” taste and win back its original market share.

Logos can also be a great way to influence public opinion. If there is an event that an entity would like to put into the past, both new management and a new logo create a sense of a “fresh start”. This has been used for decades to recover from poor public opinion.

In the end, re-branding with a new logo can create some great public relations. This can be used as a springboard into more public interest. This then transfers into more interest as well as likely revenue. However, when re-branding be sure to research your target demographic in depth to have the strongest effect possible and avoid the top 5 rebranding mistakes.