The decision to alter the logos is undoubtedly a great step that brands are taking to uplift themselves, convey their adaptability towards customer needs, and continue their success journey, say experts
22 January, 2021
By Namah Chawla
Having a logo that resonates with the brand identity is an integral part of making any brand a successful one. It is important because it grabs attention, makes a strong first impression and separates a brand from competition.
It is often seen that brands redesign their logos, perhaps to update their look or reflect and respond to some immediate change in their environment.
With more and more brands wanting to grab attention of consumers, logos have been an essential component to do so. Whether it was to show solidarity to consumers in distress or make a significant announcement, marketers have been able to utilise their creative juices well.
"A brand logo is an important asset for any company as it sets their image, solidifies their identity as well as their promise to the consumers, and strengthens trust, which is the key for continued success," believes Prasad Shejale, Founder & CEO, Logicserve Digital.
Evolution Of Logo Symbolisation
A logo symbolises trust and faith and helps businesses with a base for aligning their marketing or communication strategies. The pandemic has changed our lives altogether. It has also changed the way we do things and also how we interact with brands. The values and aspects that build and maintain ‘Trust’ in a brand have evolved too. "With the changed consumers and their behaviour, brands need to evolve and make necessary changes to get the new-age customer’s attention and reinforce trust while building their brand equity. With the changed consumers and their behaviour, brands need to evolve and make necessary changes to get the new-age customer’s attention and reinforce trust while building their brand equity,” suggests Shejale.
“Any evolved brand knows how to change with changing times and adapt to the alterations in consumer behaviour. The decision to change the logo is undoubtedly a great step that brands are taking to uplift themselves, convey their adaptability towards customer needs, and continue their success journey. If it adds depth and strongly represents your organisation’s identity and values, it is a significant step for your growth,” he adds.
A lot can be said and revealed with a simple display picture change on social media, and one that caught attention of netizens recently was that by change by Amazon Prime Video or should we say Amazon Pri Video! After several days of creating a stir by altering their logo and name, the brand finally revealed that they had done it to introduce their affordable ‘M’obile ‘E’dition Plan for budget friendly consumers. The move received mixed reactions from social media users.
Rahul Mathew, Chief Creative Officer, DDB Mudra Group asserts that there aren’t any holy cows in advertising. “There’s only the consumer’s interest and the love you can generate from it. So, the logo isn’t something I see as a ‘touch-me-not’. It is an asset that the brand has invested in for many years. So, if it can be used to pique the interest of the consumer, why not?”
Mathew also adds that the years of investment makes a logo an expensive investment to waste, if it doesn’t lead to love for the brand.
What's In Vogue?
Companies, whose logos were designed many moons ago, are going for sleeker, more polished and simpler designs to match with the recent trend. Logo are also redesigned to add the features of the company which took over it or to remove potential hindrances. For example, Starbucks removed ‘coffee’ from its logo when they planned to expand their product line.
Highlighting why brands chose to revamp their logos, Himanshu Arya, Founder & CEO, Grapes Digital shares, “Look at what Zomato and McDonalds do with their logo and arch all the time. It is a most creative, cost-effective and bold way to draw eyeballs to your communication. And it works clearly, the reason we are talking and writing about this. At the same time, it doesn't mean you keep playing with it in every campaign you plan, also every brand can't afford to do this, as it's a privilege enjoyed by brands which are huge and established, that someone notices and talks about.”
Arya believes that changing logos for a temporary period is a smart move as it helps brands to gain quick attention and connect with a newer set of audiences while maintaining the prior customer base.
“During the lockdown period, many brands tweaked their logos and taglines to spread the word social distancing and stood for humanity by weaving the message loud. Google has been playing with its logo since the early days, and on many occasions, the team invites suggestions from the public. By doing such acts, it gives the impression that the brand is aware of the current trends and needs,” he adds.
To conclude, altering the brand logo is a marketing strategy that has helped brands to gain immediate attention from consumers. It may or may not lead to purchase action but is a great way to enhance brand recall and interest if done in the correct way.
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