Jessie Paul on Services Marketing For a FlatWorld

Sunday, June 29, 2008

Logo is NOT for life

Like all other design elements, logos too get outdated. Unfortunately, most organizations get emotionally attached to their faded logos and refuse to let go. Often, the examples cited to support the cause of the ailing logos are the same - IBM, Apple, Microsoft. How these logos are simple and such classics that they never have to change. (As though a logo that has to evolve is somehow flawed).
This article on the evolution of tech logos is thus very liberating. Because it shows how even these icons have had to transform and modernize over the years. Read it to know that the original Apple logo was actually a complicated illustration. Or that IBM has had multiple avatars, names and logos in its long existence.
I'm providing this for those who are in need of some data to bolster their case. But think carefully about whether your really need to refresh your logo before you plunge in. Or if it is just to bring some excitement into your life. Remember, the brand manager is usually the first to tire of a logo. Mainly because they spend their working hours staring at it. The average customer does not. Sadly.

1 comment:

Joseph George A said...

Logos are but an artefact that speaks to an organisation's identity. Organisations being social systems, are sentient organisms. They reflect a concept of the 'self' in the 'image' others project to them. Just as how "I" think who I am, is related to what others say they think of "me". Expressions and Impressions together make not just for changing sensibilities but the yielding and unyielding parts of core identity. Logo expresses Brand, but not the experience. Experience projects the brand, but not entirely the identity. This is a non-rational, emotive and belief-state articulation, and therefore your title of this web log "Logo is NOT for life" is but symbolic of organic and felt change in identity. I admit, I have not read too many blogs, and am not aware if I'm making my point. So let me accede to my learning from where I got this thread of thought - it is Mary Jo Hatch. Do look her up - even if you find her languaging abstract - she's sure shot the best analyst of such matters that I have come across.