Sleep on it

A few days ago I was looking at this infographic, outlining the biggest logo re-designs of 2011. 2011 was a big year for re-design. A lot of brands changed their iconic logos and that created a ripple effect.

Suddenly everyone started reviewing what their logo looks like and considering if they should also change. Hey, if They are doing it, why are we sticking with our old, memorable logo? My advice on this would be to sleep on it. From the infographic there are a few logos that stand out as rush jobs. Changing meaning and values to something new just for the sake of it.

Take NBCUniversal for example. The old logo wasn't perfect (I generally support that brands should be created with separate identities and images, instead of merging the existing ones) but it reflected its history and values. The new logo doesn't say much and I would just call it ...different.

Some of the others have done a fantastic job revamping their old image and adapting it to the "new way of things", making them look fresh and up-to-date.

If you decide to go down the route of re-designing your image and logo, then don't take it lightly. You need to invest a lot of time, stick to what you stand for and make sure that you don't damage the image you have already built.

Posted by Harry Mylonadis 

Make Your Mind Up

There's nothing worse than inconsistent communication, identity and image. And usually these three go together. At the point that your customer is starting to take a liking at you, the worst thing to do is change the way you "talk" to them.

Yet this happens all the time and by big brands as well. By "talk" I don't mean only the language that you use. We are aware of brands by describing their image and identity to ourselves, even if that "talking" happens at a subconscious level.

So why use two different logos? Two different stories? A different experience at different entry points or locations? You need to adapt to your market while keeping the core of you brand unique and consistent.

Focus, be consistent and eliminate confusion and the fluff. And because this post was inspired by the mis-doings of a fashion brand, if you have two/three logos please pick one!

Posted by Helen Amygdalaki // Lelou