Evolution is a process of change or development. It is when one version of a product is better than the previous one. This type of change was first catalogued by Darwin over a hundred years ago in the Galapagos Islands. But in the truest sense, evolution occurs in nearly every aspect of our lives, and especially in the business and consumer worlds. It seems that companies find themselves needing to be fast-paced, up-to-date and ever evolving to stay ahead of the competition.
But does a company commit an unpardonable sin by deciding to alter their identity, their mainstay--their logo?
If you think about the world's most prominent brands, Nike, McDonalds, Coca-Cola and others, it is easy to visualize their respective logos. Those designs have become the visual representation of the company brand, which is what people think about your company and their experiences with it. So, does that mean a logo should never be changed in order to avoid customer alienation and mistrust?
Believe it or not, logo evolution is as common as evolution in any other part of business, but to a lesser degree. Although drastic changes in a logo design can cause alienation and mistrust among existing and potential customers, never changing a logo can also have an adverse effect as well. While a logo update from time to time tells customers that the company is staying up-to-date in its offerings and still knows how to connect with its customers, a logo that never changes can make customers feel like the company is out of touch with its clientele.
Of course, changes should be subtle and keep the same basic design elements so the logo can still be easily associated with the company, product or service. Change should not occur too often either, as this can give an impression of a company without clear vision. There is a delicate balance, but in most cases it is appropriate to prudently alter a company logo from time to time.
But does a company commit an unpardonable sin by deciding to alter their identity, their mainstay--their logo?
If you think about the world's most prominent brands, Nike, McDonalds, Coca-Cola and others, it is easy to visualize their respective logos. Those designs have become the visual representation of the company brand, which is what people think about your company and their experiences with it. So, does that mean a logo should never be changed in order to avoid customer alienation and mistrust?
Believe it or not, logo evolution is as common as evolution in any other part of business, but to a lesser degree. Although drastic changes in a logo design can cause alienation and mistrust among existing and potential customers, never changing a logo can also have an adverse effect as well. While a logo update from time to time tells customers that the company is staying up-to-date in its offerings and still knows how to connect with its customers, a logo that never changes can make customers feel like the company is out of touch with its clientele.
Of course, changes should be subtle and keep the same basic design elements so the logo can still be easily associated with the company, product or service. Change should not occur too often either, as this can give an impression of a company without clear vision. There is a delicate balance, but in most cases it is appropriate to prudently alter a company logo from time to time.