Brands, there’s plenty of them around. From global powerhouses like Nike to the smaller niche brands as GoPro or the heritage dominions of Barbour compared to the quiet forces of Covent Garden. Whichever the example that illuminated your mind’s eye – the experience always starts with a marque.

Logos in many cases originate from the foundations of a wider brand and most importantly act as the recognizable shop front for their immediate audience. It’s quite remarkable, in retrospect, how many significant parts are supported upon the main pillar of a relatively small logo; adding value to the importance of their evolution! Subsequently thereafter, the marketing and design of a brand’s creative output can feed the consumer beast for a sustained period of time.

But what do you do after that length of time, when the weathered pillar of your brand starts to show signs of ageing? It is just a matter of time. A ‘rebrand’ is probably a bit drastic, especially when your brand already has recognition from consumers; the audience that already knows who/ what you are.

Learning from the multinationals, an evolution, rather a revolution might be the best token advance you could bring to the table. A subtle change that can re-affirm your company in a big way! What’s the point of fixing something that’s not necessarily broken? You’re better off just ‘tweaking’ it, not reinventing it. ‘Tweaking’ it means you chose one of two directions – you either fancify it up or simplify it down.

What’s important, in whichever direction you choose, is the justification for your choice. Starbucks is a brilliant recent example of the latter, several times over in fact, by simplifying their logo to complement significant changes in their business. Most notably, in 2011, when they completely removed the words “Starbucks Coffee” to mirror moves beyond the coffee market. Starbucks brand reboot In contrast Proctor & Gamble went the other way. Taking their simple ‘P&G’ letter mark and embellishing it onto a blue crescent and hemisphere. Bringing back aspects of heritage derived from their original ‘moon’ logo. P&G logo.

Whichever way you’re thinking of swaying the pendulum of logo refresh, fancy or simple, make sure you do so for good reason. For instance we’re in discussions at the moment regarding potentially making our logo more symmetrical in its composition. Watch this space!

So the next time you make a significant change in your company logo, ask yourself – the question ‘does your logo “truly” reflect your brand?’

Contact Corporate Innovations if you need help evolving your logo.