Seasonal Logo Changes: Delightful or Disastrous?

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All around the world, many companies with famous logos modify their famous marks to celebrate seasonal holidays and festivals. Perhaps the best-known company for this is the Google logo. This famous search engine changes its logo almost every other day, celebrating holidays both large and relatively unknown.

Google’s success may make you wonder whether this practice is a good idea for your own company. There are several pros and cons to consider when making this important decision.

Pros:

1. A seasonal logo will feel welcoming to customers who celebrate the holiday. This will make them more likely to give your business a try; on the other hand, it may alienate people who do not celebrate the holiday.

2. A seasonal logo suggests that you are offering special sales or lines of products for the season. Any change to your brand means a modified brand promise. Be sure to offer special holiday-related goods to deliver on the promise that a holiday logo makes.

3. A seasonal logo promotes a fun and approachable feeling. If this suits your overall brand, it can be a good idea. However, if it doesn’t, you may want to steer away from seasonal logo changes.

4. A seasonal logo can raise morale within your business. Employees love to have a reason to celebrate, and a little holiday decoration can create this festive atmosphere all day. This will make the experience all the more pleasant for customers, vendors, and everyone who interacts with your business

Cons:

1. If your logo is not text-based, it may not adapt well to seasonal themes. If you look at the logos that find success using holiday images, they all are largely text-based. It is easy to hang a few Christmas ornaments on a line of text, but changing an image requires significantly more thought and care.

2. Your regular customers may feel disconnected to this new you. Your loyal customers likely see your business as a friend and an ally. Changing your image may alienate some of your existing customer base.

3. A seasonal logo may undermine your brand. While it’s nice to make a few extra sales during the holidays, undermining your brand ultimately puts your business in jeopardy. It changes the nature of the business that your customers are dealing with, which can be highly negative if they like you better without the seasonal frills.

4. Seasonal holidays are not celebrated or embraced by everyone. Changing your logo may feel like an insensitive or unprofessional move to people who do not celebrate the same holiday or those who have different religious beliefs. While your feelings about the season are relevant, be real about how your customers might feel.

Is a seasonal change to your logo a good idea? For many businesses, especially small businesses, the costs to your brand simply are not worth it. For larger entities with more established brands, it may be a fun and inspiring change. Whatever you decide to do, make sure it is perfect for your company and your brand.