Logo Design: Why change?

Clients often wonder when it’s time to change, or update their logo. Do you evolve your logo (change it slightly)? Or do you revolutionize your logo, and come up with something completely different?

Below are two examples of evolving and revolutionizing a logo.

First we have CBS Sports, which evolved their sports logo, which had been in use for 37 years. You’ll notice the new logo is much cleaner, though I’m not in favor of the gradient fade to the new logo. This logo lasted CBS 37 years, which is a pretty good run for a sports/media logo.

Old Logo
Old Logo
New Logo
New Logo

 

 

 

 

 

Which brings us to the question, “How do you know it’s time to change your logo?”

Well, think about your company. Have you changed your core business? Maybe you started out manufacturing a product and found that providing a service for your industry was a better business model for you. That might warrant a logo change. Have your employees or vendors expressed the idea that your logo might be out of date?

This brings us to our second example; a total revolution of a logo.

Segundo Mano recently changed their name to Vibbo. Segundo Mano (Spanish for Second Hand) is like a Craigslist for Spain. The parent company made the decision on the name change and the logo was designed by Barcelona-based Summa.

Old Logo
Old Logo
New Logo
New Logo

 

 

 

 

 

 

As you can see, the new logo retains nothing of the past logo. It’s bold, colorful and very simple in execution, comprised of just rectangles and half circles to form the letter shapes. It’s a very cool logo.

You may be thinking ‘why did they change their name’?. And that’s the key to communicating to your key people, employees, vendors and your customers – “WHY?”. If you can let everyone know why you made the change (or why you’re considering the change), you’re likely to get more constructive feedback and acceptance. People don’t like change, and I think they are more accepting to it if they know the reason why. They may not agree with it, but they will understand the reasoning behind the decision.

We always start out by asking ‘why?’ to our clients. Why do you need a new logo? Why do you need a new website? Uncovering the reasons behind wanting a change often reveals what’s really going on in your business, and it may involve more than a re-brand. It may a bigger issue that you need to focus on.

If you’d like help discovering your why, and get our help in creating something awesome for you, contact us to schedule a consultation.

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