A corporate logo serves to establish an identity and relationship for the company and its products with its target customers. The corporate logo form design and colors are usually preserved over many years to build instant customer recall. Redesigning logos is attempted mainly when there are changes in the company’s ownership, such as during a merger or acquisition or when the company’s business undergoes a significant change. In any redesign, the attempt is to retain the brand recall value from the earlier design while communicating the new message the company wishes to convey.
Logo makeovers are expensive to implement with the change needing to be made on everything from product packaging, company stationery, signboards, postcard printing materials and perhaps even employee uniforms.
Logo design is a tricky graphic art form with the designer needing to come up with a design different from anyone else and serving to convey the essence of the company’s business or product in a form that fosters brand recognition. The designer’s job is further complicated by the fact that he does not get much interaction with the customers at whom the logo is aimed. The acceptance or rejection of his design is by senior company executives who may have their own prejudices.
Here is a look at some examples of logo changes that appear to have enhanced the product or company image and some that appear to fall short.
Logo redesigns that are improvements
Skittles are multicolored candy drops made by Wrigleys, one of the operating divisions of the $30 billion chocolate and Candy Company Mars. Skittles has sales of over $150 million and there are several other brands offering a similar product. In 1974 the company added the tagline “Taste the Rainbow”, that captured the essential sales message that the candy was in multiple colors and tasted great. The product logo depicted rainbow colors and the theme was reproduced on the packaging.
The 2010 redesign by the British designer Miles Newlyn made the new logo as a rainbow colored tongue that captured the message of the tagline and maintained continuity of the color schemes and depiction that Skittles had used previously.
It is of course not clear why Skittles needed a new logo and if the change has had any effect on customer perception of the product or the company. The logo change, however, meets the test of the change not harming the continuity of the brand image.