The Importance of Brand Evolution
By Nehlsen Staff 8.14.09
We see it every now-and-then -- a major brand or company gives their logo a makeover, or in some cases, a complete overhaul (you have probably seen it most recently with Pepsi’s logo redesign, earlier this year).
Your logo defines your brand, sets you apart from your competitors, and is the first thing that consumers have to judge you on. So as the times/marketplace changes, you can see why evolution is necessary. There are many reasons for evolving your brand: outdated logo, name change, new ownership, or, in our case, it can be used as an opportunity to introduce new people and exciting new capabilities.
And while some think that brand evolution and brand consistency are conflicting ideations, it is simply not the case. Brand consistency is certainly important, so consumers can familiarize themselves with the brand, but it works in tandem with brand evolution -- often times, there is a typeface, color scheme, or defining element used in the old logo that is kept, so the brand equity is not lost. And once the new logo is finalized, it is important to reflect those changes in all other aspects of the brand: website, business identity materials, company vehicles, uniforms, etc.
If you’re wondering if its time for a change, ask yourself this: experience and qualifications aside, if your competitors were to evolve their brands today, how would you look in the eyes of the consumer?
Photo courtesy of www.instantshift.com
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