Logo Redesigns: Good Investment or Waste of Time?

21/02/2019

In the past year, we’ve seen a number of interesting logo redesigns by different companies. Logo redesigns tend to be part of a larger rebrand, with the aim of changing the message or appealing to a new audience.

However, some see switching logos as a pointless activity, particularly once a certain logo has become closely linked to a brand. Today, we’re exploring some key examples of logo changes and investigating whether it’s a rebranding move that’s really worth the money. Do new logos help with brand evolution or maturity or are they a waste of money?


Slack

Slack is the leading messenger and collaboration app for the workplace. It has established a name for itself as the go-to platform and has become essential for startups and small companies, particularly with the rise of flexible working and coworking spaces.

Its logo became instantly recognisable to businesses small and large, a familiarity associated with the colourful hashtag.

However, in January 2019, Slack unveiled its brand new logo which abandoned the hashtag and moved away from that instantly recognisable image.

Source: Under Consideration


The new logo has divided people. Some have labelled it as a bad move, suggesting that it will no longer stand out among other apps. People on this side have also pointed out its similarity to the Google Photos logo. What’s clear is that, for some people, Slack has lost its individuality.

However, others have defended Slack, arguing that the new logo shows brand maturity. They believe it is a cleaner, smarter image and that it’s not too far from the original to create a total disconnection between logo and brand.

One thing is for sure - the logo had every publication discussing Slack in January, and that can’t be a bad thing for brand awareness!


Zara

Another company that caused a bit of a stir this year, this time in the retail sector, was Zara. Also a January revamp, the new logo was unveiled to mixed reactions and many were confused by the choice to move the letters so close to one another.

This prompted some quite entertaining responses, including predictions of what the logo will look like in the future.

Source: Fabio Basile, Twitter


The new logo was designed by French agency Baron & Baron and had the intention of situating Zara among more luxury brands. However, most people are in agreement that this is a pointless rebrand for the company, doing nothing but taking away from the instant global recognition that Zara previously had.


Mastercard

In another logo change at the start of this year, Mastercard decided to remove the writing from its world-famous logo.


Source: Marketing Week


The company made the choice to drop the text by suggesting that the simple intersection of circles is more suited to digital platforms which rely on icons. The fact that Mastercard is able to do this demonstrates the strength of their brand - they know that they are instantly recognisable from an image alone.

They remained true to their brand image by keeping the recognisable icon but also injected the brand with a freshness that is suited to the digital age.


So, what’s the verdict?

Logo redesigns are a useful way to refresh your brand and give a new image. As shown with Slack and Mastercard, logos also need to adapt over time to become more suited to digital platforms. On top of that, a new logo is representative of an important stage in a brand’s maturity - you can’t stay as a startup forever!

However, some logo redesigns are just a waste of time and money, especially when they aren’t part of a larger rebranding strategy. Although the new Zara logo did cause a media stir, it is unlikely that the negative reception of this new design will improve brand loyalty!


This article was written by Sophie Barber from The Click Hub.

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