Did you notice the 15 well known business brands that changed their Logo?

June 9, 2023 | Digital Marketing

Did you notice any of these logo changes? In 2015 we witnessed some major changes in terms of design and re-branding from some well know businesses none more so than Google’s first change to its logo in 16 years.  You might not have even noticed but it was a very simple change with them opting to replace the dated serif font with a new cleaner font whilst maintaining the childlike feel synonymous with the brand.

google-logo

Being involved in design I decided to take a closer look at the major business logo changes during 2015 which can be seen in the infographic below. I also conducted a short survey to the general public asking them how many logo changes they noticed and whether this impacted their view of the brand. In the infographic we have placed the highest % of people who didn’t notice a change to the logo first so look away now if you were part of the logo overhaul for Electrolux.

The above is an infographic by the team at Digital ID

Analysing the results

The results are really interesting even for the likes of Google with nearly 25 % of the public surveyed not knowing they had made a change which asks the questions what process should you follow when involved in a rebrand or re-design of your logo and does all the time, resource and investment help you achieve your business goals?

My personal take on the results is that products and services that are used on a more day to day basis and with a B2B related background such as Google and PayPal recorded the lowest results whereas brands such as Electrolux and Lenovo recorded a high % with both reaching over 75 %.

Another interesting result is the performance of Spotify, 70 % of the public surveyed had not noticed any change to the logo yet during Q1 and Q2 of 2015 the business gained an additional 10 million subscribers from the previous year figures and recorded 75 million active users to the service. The new Logo combined with both on and offline marketing activities definitely gave them a ROI from the re-branding exercise carried out.

Below I have given you 3 key steps to address before you start any re-design or new logo project in house or using an external agency or freelance:

  • Creative Brief

Spend time gathering all relevant and accurate information making sure you include:

  1. Corporate profile
  2. Current market position
  3. Target market
  4. Objectives / Goals
  5. Budget
  6. Message
  • Research

After reviewing all the information you have gathered in the creative brief, further research time is advised to achieve a clear view of the current situation and look at the overall objectives and goals for the campaign. At this point you or a member of your team may have conflicting ideas from the creative brief and these need to be addressed.

research

  • Brainstorm/ Spider Diagram / Mood Board

Identifying keywords related to the company and its product or service is a common practice at this point in the creative process. These words will be used to inspire possible visual representations of the company. Once ideas start flowing onto the page in text form, visual symbols and shapes will begin to take form as well.  My advice would be to sketch these ideas onto paper so you can see how this is represented. I would also advise to look at the sizing of the logo making sure you have taken into consideration how it will be displayed on various screen sizes such as desktop, mobile and tablet.

Alongside the above also think about any company literature that may need changing, do you sponsor an event, do your business cards need changing. This all amounts to the overall question of how effective is a new business logo and do your customers even notice it?

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