the grass is greener on the internet

What’s in a logo?
September 28, 2008, 3:21 pm
Filed under: 1 | Tags: , ,

It irritates me when brands with a long and successful history suddenly decide to ‘shake things up’, ‘get modern’ and change logo.


  1. When it just makes them like everyone else;
  2. When the existing logo had untold fortunes in brand equity behind it; or
  3. When it isn’t actually accompanied by any other changes in the company.

Now I wouldn’t go quite as far as Rob Campbell does here about MindShare/Mindshare’s new logo. But it’s pretty clear…

  • There had better be a decent reason for changing your logo.
  • The logo needs to relate to your brand values.
  • If you claim to be able to brand everyone else, it’s just that much more important that yours is spot on.

In these volatile times there seem to be a lot of rebrands going on as companies try to stimulate demand. A word to the wise:: don’t rebrand for rebranding’s sake. It’s as much about recognition as it is about telling a story.

I’d forgotten how much I liked Weebl’s Stuff. For those getting depressed about the economy, never fear…there’s Credit Crunch.

3 Comments so far
Leave a comment

I know you’re obviously nicer than me – but admit it, it’s pointless and horrid isn’t it? 🙂

Comment by Rob

Haha well saying that they’re ‘purple people’ sounds more like a statement about sexuality…and I love that the switch from S to s was rendered even more pointless by having a logo in capitals…yeah, I don’t know that I’m much nicer than you at all 😛

Comment by katherineliew

We’ll get along famously 🙂

Comment by Rob

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