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Marketing & Sales
Nov 3, 2017

Even Good Logos “Go Bad”

Sponsored Content provided by Jim Ellis - Vice President, Account Director, Signal

A rose by any other name, right? Not if that name doesn’t come with a great logo. This visual representation of your company showcases your unique identity to potential customers and fans. It also strengthens customer commitment and can even impact company performance.

A recent analysis of 13 major brands, from their inception to 2016, offers marketers some interesting insights into how logo changes tie into company earnings. On one side of the spectrum, we have Levi’s, which hasn’t changed its logo since 1936. On the other, we have Amazon, which likes to change it up about every three years.

While there’s no scientific correlation between changing logos and revenue, there’s value in building and nurturing an iconic brand.

Is it time to change your logo? Consider change when:

  • You’re out of step with design trends. Even novices can spot stale design.
  • Your logo is too complex, which doesn’t translate well for web and mobile.
  • Your company is evolving. You may be merging, expanding product offerings, shifting direction – or even distancing from past associations with your brand.
  • You’re going global and need a logo that’s more visual than language-based.
When you decide to change, keep it simple.
  • Wordless logos require shorter recall time for customers with short attention spans. Consumers also find them more personal and less corporate. They’re also easier to read on digital platforms.
  • Consider your customer’s attachment to your current logo. Is it strong enough that a redesign could actually hurt sales?
  • Get a second opinion, and a third. Ask focus groups before you launch a redesign to avoid being mocked or criticized on social media – or alienating loyal customers.
  • Be individual. If your new logo resembles any other known design, you may be facing charges of plagiarism.
 Jim Ellis has over 20 years of experience in marketing strategy and implementation throughout a variety of industry sectors. Since 1999 he has been with Signal, a digital agency based in Wilmington and Raleigh, North Carolina. Signal has proven strengths serving as the “local agency” for global companies, generating solid results in web design, brand identity, mobile app development, digital strategy and more. Jim provides counsel to many of the agency’s largest clients with an eye toward integrated communications and a vast knowledge of both traditional and modern practices. As a songwriter and musician with a business degree, he believes his artistic/corporate “dual personality” gives him added perspective to be an effective liaison between clients and Signal’s talented creative team. Originally from Ohio, Jim graduated from the University of Richmond with a B.S. in Business Administration.

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