An Exploration Of Impact Of Logo Redesi

Topics: Brand, Logo, Graphic design Pages: 8 (2004 words) Published: December 3, 2014
Global Journal of Finance and Management.
ISSN 0975-6477 Volume 6, Number 3 (2014), pp. 209-216
© Research India Publications

An Exploration of Impact of Logo Redesign
on Brand Image
Navita Mahajan
Amity International Business School,
Amity University, Noida, Uttar Pradesh, India

The simplicity in an abstract logo design makes it easy to reproduce whatever format it may require. The complexity in its message makes it appealing to customers and balancing both simplicity and intricacy is the key to the harmonious look of logo. Customers can easily distinguish an abstract logo from any other style; the reason why a certain logo stands out and recognizable even far away. This research paper has helped to find the impact of logo redesign on brand image, when the company or brand changes their existing logo or brand name to suit with the logo. Why the brand have to change the logo time to time. Through questionnaire in this study, it has been found that with customer’s favorite logo, why and for how long they have been attach with the particular brand which they love.

Keywords: Logo, Brand, Design, organization, change

Logos have long been the most publicly recognizable branding a company can have – many are instantly identifiable from across a highway or grocery aisle and can heavily influence consumer behaviors. Today, to identify a firm or brand. Logos, as part of overall brand meaning, provide differentiation and influence choice. Logos help a brand two ways. First, they can be used in conjunction with the name to speed recognition of a brand. Second, a logo can be used in place of the name when there is a space or time constraint. Logos may need to be changed due to changes in the company name, some of reasons that indicate that its time for logo renewal, are It makes people think they traveled back in time: Trends and tastes change, and that can affect perceptions of logo. What was once modern and compelling can lose its power over time. When people see a logo that looks outdated, they perceive an


Navita Mahajan

organization as out-of-touch with modern best practices. A good rule of thumb is to at least consider updating your logo once every five years.
It doesn’t represent evolution we grow your organization based on opportunities and strengths. That means we may not be the same business as when you started, as a result, logo no longer accurately reflects what we do and who we do it for. It’s not in synch with rebranding May be business hasn’t changed but how we present it to the world has, through a rebranding or repositioning effort. Our logo is a brand reflection and we always want them to be on the same page. Even if we still like our logo, it’s a good idea to give it a polish as part of our overall rebranding effort.

There’s no definitive time when we should redesign our logo. But we can probably take a hard look at it and intuition will tell us if it’s time for an update. If we look at our logo and it just doesn’t represent who we are as an organization—today, at this very moment—we might want to think about making some changes. Having a strong image that represents our brand that people can easily visualize when someone mentions our company name certainly won’t hurt your business. On the other hand, having a generic or dusty logo that turns off potential leads just might.

There are reasons and circumstances that should be taken into consideration in redoing company logos.
Confused Identity : A company symbol should clearly convey the brand identity of the business into people’s mind. If it complicates with the image that the organization wants to portray, then the company might consider the thought of changing its emblem.

Transition in Ownership: With the downturn of economy, corporate merger is common among businesses in order to survive. To better inform the customers about the major transformation in ownership, the company...

Bibliography: [1] Dawn Dobni and George M. Zinkhan (1990) ,"In Search of Brand Image: a
Foundation Analysis", in NA - Advances in Consumer Research Volume 17,
[2] Pandiya.D.K.,Brajesh Kumar et al., (2012), A study on customers satisfaction
with and preference to Silcher, Assam, Indian Journal of Marketing,Volume42,
Srivastava (2004), Measuring Marketing Productivity: Current Knowledge and
Future Directions
[4] Michael F. Walsh, Karen Page Winterich, Vikas Mittal, (2010) "Do logo
redesigns help or hurt your brand? The role of brand commitment", Journal of
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