The logo is arguably the most important part of any brand, especially in today’s visual society. We get attached to logos; attributing feelings, thoughts and lifestyles to different brands and their logos help us identify those attributes. And that it why it is vitally important that you tread carefully when planning a rebrand of your company’s logo.
Mashable recently reported on the redesigned University of California logo and the extremely negative response it received. Over 40,000 people signed an online petition against the change that wasn’t entirely necessary. No one was calling for the modernization of the University’s logo or saying it was “behind the times.” And as one individual said:
“I don’t want the symbolic representation of my university to look like the logo of something found in the toddler section of Toys R Us,”
Far too often we see this sort of mistake – a company comes up the “fantastic” idea to spring a new logo upon the public, imaging a joyous reception of their hip and sophisticated look. And yet, the minute it is unveiled the loyal customers turn savage and unleash their disappointment and anger at the company. Just look at the Gap or Tropicana’s debacles. Yeah, it can be really ugly.
The lesson to be learned from their mistakes is quite simple. Don’t mess with your logo. Sure, it might need the occasional slight tweaking here and there. And yes, there are rare instances that call for a complete change. But in most cases, the best practice is to give consumers the brand they know and love. Remember that they are the life of the company and making them unhappy never ends well. Give your logo the love it needs, let consumers make it their own and it will pay off in the end.