Double impact of modifying your Company Logo

Let us suppose McDonalds' decides to radically change its corporate logo. Now imagine travelling on the highway, you are searching for the big "M" for a McDonalds' outlet but you don't see any. Since the logo design has been changed you would not be able to recognize McDonalds' franchise from far away, would you?

The above tale exemplifies the possible impact of changing your company logo. This is because like every human being, an organization has an identity of its own. A corporate identity includes a name and a representative logo.decides to radically change its corporate logo. Now imagine travelling on the highway, you are searching for the big "M" for a McDonalds' outlet but you don't see any. Since the logo design has been changed you would not be able to recognize McDonalds' franchise from far away, This is because like every human being, an organization has an identity of its own. A corporate identity includes a name and a representative logo. The name of the company is complemented by its logo design as the face of a company. Making alterations or even the slightest of modifications to the business logo design can have dual effects on the corporate identity and its brand equity.

Let us have a look at the possible impacts of modifying company logos, both positive and negative.

Positive Impacts:

• A change in company logo revitalizes you business appearance and gives a fresh look.
• When an organization gets stuck in a controversy, a change in company logo can help pacify matters.
• A modification in your company logo can help accommodate your growing business portfolio.
• Alterations in company logo can assist in repositioning of the brand identity in the mind of customers.

Negative Impacts:

• Customers may not recognize the newly changed identity or simply may not like the new company logo.
• Too many modifications can spoil your company logo.
• Due to stationary items (business cards, letterheads etc) carrying the previous logo, a redesign incurs great replacement costs.
• The customers who are bonded with the existing company logo may not readily adopt the changes.

Any modification in your company identity should be based on an extensive research of the potential repercussions of the redesign. In a nut shell, changes in your business logo should be reasonable and in alignment with your previous corporate identity.

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