Updating Your Brand

Comment from Laura Briere
Time: January 22, 2009, 12:55 pm

Speaking as the designer, obviously I’m not a fan. However, removing that hat, I don’t think their new logo is too bad, but I don’t think it’s that great either, and I don’t see it as a step up. I’d consider it a step or two down, unfortunately. They should have thought this through a little more.

Laura Briere’s last blog post..How Do You Grow Your Company From a 1-Person In-Home Biz?

Comment from Debra
Time: January 23, 2009, 10:24 am

I agree with you. Bringing in a new design firm was a guarantee that the brand would change, but change for change sake is not a good strategy. And the lesson for us smaller companies is to plan first then execute.

Would love to hear other comments from some impartial observers!

Comment from Chuck Jeffery
Time: January 25, 2009, 12:13 am

The new logo is cleaner. I like the new design better. But, why work on what’s not broken? Continual improvement is a fundamental idea that, unfortunately, few organizations fully embrace. One trick to making solid progress is to improve processes (and other aspects of the business) that will make a real difference. Perhaps a logo is not a key process. Changing it for the sake of change could be a problem.

Just a thought

Comment from Debra
Time: January 26, 2009, 3:18 pm

Chuck – thanks for your input. The old logo was known and I’m sure the new design firm could have done a slight refresh and still create the new set of marketing tools. But maybe the company is just at a turning point in their lifecycle where it made sense to do this now.

As for their continuous improvement, as a company they do live by that. They are an excellent company and built around a solid vision. I’m sure this change will work for them.

Comment from Lopa Shroff
Time: January 29, 2009, 2:40 pm

As a designer and branding consultant I do agree with you. I think new recreated logo is too weak, with lots of space in between and not as strong as the original. Once the company’s branding is established for few years you shouldn’t make these drastic change on the logo.They could have avoided – difference in the usage of a space, that means kept the redesign logo vertical as the original. Check out our newly redesign “All Care Laser Center” logo placed on the homepage of http://www.shroffdesigns.com

Comment from Debra
Time: January 31, 2009, 1:54 pm

Hi Lopa,

Thanks for joining the conversation. I looked at your redesign of the Laser Center logo – what you did for that logo was what I thought was going to happen here. Take the same concept and fresen it. We’ve done that with other of our clients’ brands and it works well. But like all art, you can’t please everyone and as long as no one is offended, then you’re in good shape. As I mentioned earlier, I’m sure this will work and in a short period of time, no one will remember the old version.

Comment from Ignatius
Time: August 3, 2010, 1:49 am

I am not certain that the topic is about the specific logo change, rather does it effect the brand. In this case it does not as the fundamental logo is the same. Often two logos can run in tandem again the emphasis is just on slight design change rather than a complete overhaul.