On September 1st, Google introduced its new logo and corporate identity.
Many of you may be wondering: “Why change your logo when your existing brand has such worldwide recognition?” Google explained its motivations in a detailed blog post but the reasoning can be summed up as follows: the Google of today isn’t anything like the Google of 2013, when Google last changed their logo. Google’s new branding reflects recent changes in their offering and positioning strategy as well as their vision for the future of the company. Is it time for your company to adjust its corporate logo?
See whether it is time for a logo refresh by answering the following questions:
If your logo looks old-fashioned, your clients will wonder whether your company and its offering are antiquated too. In order to avoid appearing obsolete, your logo should follow design best practices which emphasize simplicity and clarity as well as responsiveness. Is it time to change your corporate branding?
Your organization has introduced new features, products and services due to new strategies and trends in your target market, but what about your logo? As a key item of your corporate branding, your logo should reflect what you do and why you do it in the present, not the past.
Companies go through different phases in their life cycle. They become mature and experienced in their field. Sometimes they enter into a crisis or build their reputation in an area that does not match their image. Changing your corporate branding can revive your target market’s perception of your company and demonstrate your “real image.”
If the answer to any of these questions is no, then it’s time to consider investing in fine-tuning and refreshing your corporate logo.
One example of a recent successful logo refresh is eXplorance. In the past year, eXplorance grew significantly with an expanding international clientele, a series of new products, and improved methodological processes. As part of their new corporate branding, eXplorance launched an energized version of their logo and explained in their press release the reasoning for that change.
With the new logo, eXplorance was able to strengthen their identity as an innovative market leader.
“Ranking our Web site high on search engines results, designing a professional Web site look and developing engaging relevant content for a heavy technology company like us resulted in a dramatic increase in client leads that we receive from our Web site.”Simon Robin CEO, Hardent