Changing your logo isn’t the same as changing your brand
While most businesses place a lot of emphasis on their visual identity, many fail to realise that simply updating or refreshing their logo isn’t the same as changing the brand, writes uberbrand’s Dan Ratner.
Your brand is not a logo. A brand is defined as a perception that is held in peoples’ minds. That perception is formed and, potentially, altered based on experiences with the brand. Once these perceptions are in place, the logo becomes a physical embodiment of how the audience feels about that brand and what they believe the brand delivers.
Foxtel’s recent rebrand was met with mixed reactions
What you look like, say and do communicates something about who and what you are. When changing your logo, you are communicating change to your audience. It provides opportunities re-engage with people and even to start new conversations.
Consequently, when companies change their logo without changing anything else, it opens them up to risk. People form a relationship with a brand over time. The more the brand delivers on expectations, the more entrenched those expectations become. A new logo leads to new expectations. When the brand fails to deliver on the new expectations, customers can become confused, or at worst disenfranchised.
“Tropicana’s recent rebrand hindered sales after customers failed to recognise it as the same brand”
Most often, the rebrand is good for sales. Perhaps they needed to hold a promotion with a new logo, for example. In general, in the case of a reverse, the design always changes. And first of all – the logo. Here are examples of great logos: https://www.logaster.com/gallery/cosmetic-logo/