Follow Jim Linkedin Twitter Facebook
Email Jim Email
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.
 

Signal remarketing d02 jgartboard1
Ico insights

INSIGHTS

SPONSORS' CONTENT
Hinnant

Intellectual Property Can Add Value to Your Hospitality Business

Chris Hinnant - Barnwell Whaley Patterson & Helms, PLLC
Susan 2 april242017

Who’s Helping Whom?

Susan Willett - Old North State Trust, LLC
Rob20beale2 311791810

The Power of Learning and Development

Rob Beale - W.M. Jordan Company

Trending News

Gastroenterology Practice To Move To Physicians Drive Building

Vicky Janowski - Jun 22, 2018

Cape Fear Crossing Studies Moving Forward

Christina Haley O'Neal - Jun 22, 2018

Phoenix Spirit Group Leases N. Kerr Industrial Building

Johanna Cano - Jun 22, 2018

In The Current Issue

Mirimichi Looks To Changing Landscape

Russ Britton started his sustainable landscape products company with a star-studded partnership and plans to continue to grow Mirimichi Gree...


Banks Respond To Dodd-Frank Changes

Just how will the much-trumpeted recent changes to the 2010 Dodd-Frank Wall Street Reform and Consumer Protection Act affect local financial...


Millennials And Money

The age demographic that now represents the largest percentage of the workforce doesn’t feel confident about its saving and investing habits...

Book On Business

The 2018 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.

Order Your Copy Today!


Galleries

Videos

2018 Power Breakfast - Dishing on the Restaurant Biz
2018 WilmingtonBiz Expo - Keynote Lunch with Eric Dinenberg, Rouse Properties
2017 Health Care Heroes