To what possible extent could imagery create an impact, so significant that it affects the revenue of the company? There has been research regarding brand logos, how logos of some very popular and prominent brands have changed over years and how rebranded has affected their business during the process. For example, Starbucks, the ever-popular coffee shop, founded in 1971, had a major logo change in 1987, reflecting the move away from being just a main-street coffee brand to a modern espresso bar that offered a wider range of products. The brown Starbucks logo was replaced by a green color. In 2011, Starbucks took a huge risk and decided to take the name “Starbucks Coffee” off of its logo, an indicator that they believe the power of the brand can rest on the logo alone. This logo change represented the company’s desire to become a company focused on consumer packaged-goods.
The Starbucks example tells us that the logo of a company isn’t just a fancy drawing or font, but the logo of the company is like an identification mark of the company, that represents the company’s story. The point is, the logo is how you portray yourself to the outside world, a first chance to connect to the customer. A great logo can communicate and ingrain a brand in the minds of consumers.
So, when should you change your logo? When Starbucks first changed its logo in 1987, it was going through a major merger, expanding its product line. So the color change from brown to green depicted that it wanted its customers to notice that it had expanded its products to more types of food. You shouldn’t call it for a logo change unless your company is going through a merger, or expanding its product line or when you brand is globalized, making languages less relevant.
What do you keep it mind while designing or redesigning a logo? The first thing being, keep it simple. A great logo tells a story, in the simplest, yet smartest way. If there is a mismatch between your identity, values and logo, it can lead you down the difficult path of trying to market a disengaging or downright confusing brand. Keep the colors warm, like red and orange or you could even use cool colors like blue or green that the customers easily associate with. You could go for circular shapes that convey positivity and endurance or go with square designs like convey balance and symmetry.
At the end of the day people care about what is being delivered to them, but brand identity is what embeds it into their memories.