When Change of Logo Became the Cause of Identity Crisis


What a logo has to do with the image of a town? Actually it has much to do and the proof lies in the recent incident relating to Warrington town near London where a logo change sparked off a hot public debate.

The event may appear to be insignificant for the people in the other parts of the world, but for those having interest in the field of logo designing, the Warrington incident has much significance—-it clearly shows how a logo becomes the part of identity of any establishment—commercial or non commercial and how a change in the logo stirs up identity crisis among some of them.

To realize the significance of logo in this light, we must learn what all those commotions were actually about. The town authority had decided to replace the age old logo of the town with an aim to represent the twenty first century character of the town. They were of the opinion that the new logo will uphold the image of the town which is based on a multicultural society. The old one however boasted of a historic design featuring a Coat of Arms and the legend of “Deus Dat Incrementum”.

To the stark contrast to the old logo, the newly designed logo is a simple one bearing its name written in Sans-serif font and two “swooshes”. These swooshes were inspired by wings of the Goddess of Nike who adorns the town’s famous Golden Gates.

These gates have great historical values; the gates were originally presented to Queen Victoria, who without accepting them in confusion immediately sent them back to Warrington. Since then, Golden Gates are the integral part of the town’s skyline. The designer of new Warrington logo seemed to be besieged by the protective power of Goddess Nike and that was what he tried to incorporate in his design.

The step of redesigning of town logo caused so much furor, that the mayor decided to have special meeting over the issue. Majority of Warringtoners are of the opinion that change in the logo amounts to an identity theft, where the rest of the residents are of the opinion that the new logo rightly reflects the contemporary character of the town.

It is not in the scope of this article to discuss whether or not this logo change is ethical and justified, but the incident clarifies one thing quite clearly – and that is the significance of a logo in common people’s life. People develop such a deep rooted connection with logos of their favorite belongings, that a change in their design causes them enough disturbances and this is social proof enough.

Yet, changes are inevitable and change is the part of life. Contemporization of logos is important. At first people are aghast to accept the change, but gradually they become habituated to their new identity and at some point of time they start to love their new identity too. So we hope, the new Warrington logo too will be accepted by the residents soon.