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[/mk_fancy_title][vc_column_text responsive_align=”center”]Remember last year when two giants in their respective industries, Google and Verizon, both unveiled new logos within a couple weeks of one another? Do you remember the absolute fit that was thrown on social media by what seemed like anyone who had ever taken a design class at some point in their life and had access to the internet? If you haven’t, we recommend taking a look at some of the more extreme reactions for a good laugh. While many people liked Google’s new logo (and, from what we understand, a few enjoyed Verizon’s as well), there were clearly some folks who were not too happy about it.
A company’s logo, and their visual identity in general are very important to people, particularly regular users of the company’s product. While many Google users may have not given the update a second thought, others were less comfortable with the new look, knowing that they were now going to see it every time they opened their browser, email, or any of multitude of other apps and services the company offers.
Now, obviously these are organizations that were very aware of what they were doing when they decided to make these updates. Incredible amounts of research were conducted, options weighed and ideas rejected before both of these labels came to be. Despite what some Twitter users may have claimed, the logos were actually not created by children with a box of crayons and access to Photoshop. Love them or hate them, there was a lot of thought that went into making that leap, and an awareness that any change could potentially alienate some folks. Still, even the most well thought-out plans can backfire, so why do big brands with millions of loyal customers take that risk?
Well, there are few important reasons, such as improved functionality and the need to stay relevant in a rapidly changing marketplace. Ultimately, though, it was due to the fact that logos are just pieces of a much larger whole. A logo may be a visual representation of a brand, but it is not the brand itself. A redesign of a visual identity does not equate to a shift in an organization’s culture or core values. While, yes, nobody sets out with the intent to make a logo that will be received poorly, but it’s not the end of the world if the update is a flop. People can dislike the logo, but love the brand. It is unfortunate that “brand” and “logo” are seemingly used interchangeably, as the two are not synonymous.
If brand is an organization’s personality, its logo is the outfit it wears. Presenting yourself in the best way possible is undoubtedly important when attempting to make connections, but much less so than being a quality individual. You can change your clothes, and some people may not like them, but will you lose friends if your shirt doesn’t match your shoes? Probably not. If you do, maybe consider surrounding yourself with people who are less shallow and don’t put such value in color coordination.
If you develop an entirely new personality, however, you’re likely to alienate even those closest to you. Being known as a great person who happens to be a snazzy dresser is awesome (we would know). But being a great person alone is still quite the accomplishment in and of itself, and should be the first priority.
This is not to say a logo is not an important asset to your overall brand identity, and it should still be treated with great care. But if your logo is an effective, identifiable mark that is consistent to the brand’s overall aesthetic, there’s no need to be too concerned over whether or not there’s a vocal minority of internet analysts who think it could be executed better. Your brand is still your brand, and a font switch up will not change that.[/vc_column_text][/vc_column][/vc_row]
