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
Kellyerola headshot lcflc

Hospice Care in Nursing Homes Provides Needed Specialized Care

Kelly Erola - Lower Cape Fear LifeCare
Mel profilephoto

Wide Open Tech Launches Express Websites For Small Businesses

Mel Beasley - Wide Open Tech
Headshots march websized 2

How to Prepare Your Commercial Roof for Cooler Weather

David Grandey - Highland Roofing Company

Trending News

New Standalone Spot In Works After Hwy 55 Closure

Miriah Hamrick - Oct 5, 2022

New Ice Cream Shop Comes To Leland

Justin Williams Pope - Oct 5, 2022

Wilmington Health Appoints Chief Development Officer

Staff Reports - Oct 4, 2022

County Nabs Holly Shelter Business Park Land Donation

Johanna F. Still - Oct 4, 2022

Courtyard Café Opens In The Cotton Exchange

Elizabeth White - Oct 5, 2022

In The Current Issue

Info Junkie: Jason Wheeler

Jason Wheeler, CEO and wealth adviser at Pathfinder Wealth Consulting, shares his top info and tech picks....


Housing Demand Still High, Pricing Tricky

It's not the end of the world, says one top-producing Realtor....


Economist Studies What Makes Region ‘tick’

The role of regional economist appears suited for Mouhcine Guettabi’s skill sets and interests: it entails teaching, independent research, a...

Book On Business

The 2022 WilmingtonBiz: Book on Business is an annual publication showcasing the Wilmington region as a center of business.

Order Your Copy Today!


Galleries

Videos

Trying to Grow a Business?
2020 Health Care Heroes
2020 WilmingtonBiz 100