Can your company’s logo identity last forever? The answer is, “Yes, if it’s a timeless design.”
In this article, I’ll briefly talk about the logo design evolution of successful companies. A few have remained untouched, while many others chose to redesign their logo identity.
Companies Switching Faces
It’s not impossible to give an old company a new logo. On the other hand, it’s not cheap, or as effective to switch logo designs down the road. Companies like Pepsi and FedEx have managed to pull off a complete switch after putting a big dent in their finances and identity recognition.
You can see that Pepsi was living in Coca-Cola’s shadow for quite some time. This is why you never copy another company’s logo identity.
FedEx strengthened their brand greatly by going short hand. Federal Express is a mouth full and doesn’t have such a nice ring to it. They also spent a bundle on professional logo design. Notice the arrow pointing to the right, between the “E” and “x” using white space. It took a few talented heads to get that solution.
Starbucks recently decided to pursue a more simple mark. The logo mark has a lack of words. Generally speaking, the most recognized brands have this in common.
What Makes a Logo Design Timeless?
A good logo incorporates arguably five different areas of design critique. If a designer can achieve the first four, the fifth is probably a given.
What makes a good logo?
- Appropriate (fits to demographic)
- Simple (easily described)
- Memorable (unique)
- Functional (scalable and effective without color)
- Timeless (stand through time)
You can check out a previous article for more on good logo design. “What Makes A Good Logo? Design Principles”
It Pays To Start With Timeless Design
Doesn’t it make sense to keep your logo forever, if it works? Companies like Nike, Coca-Cola, and Shell have gotten it right early in the game. In their case, a simple swoosh can make your kids think about new $100 kicks on a brand you know, or the yellow clam will get your grandma pumped up enough to top off her gas tank at three-quarters.
Coca-cola’s logo has remained 75% intact for over 100 years. My great grandparent’s still buy Coca-Cola over anything else, because they trust it.
Shell has always been a… well, a shell. They did get a quick simplicity make-over nearly at birth. This design has held up for about a century.
Your logo identity is the mark that reminds a customer of every positive (or negative) experience you’ve given them over your company’s lifespan. Is that something you really want to change later? You may lose out on the demographic older than your current logo identity.
Getting your company’s logo right early on is like running the Indy 500, and never needing to take a pit-stop.
Should I Redesign My Logo Now?
Not every company needs to reconstruct their look, or have their logo identity completely redesigned. The answer could be “Yes!” though. If you are thinking about it now, your logo identity could be stronger.
It’s always best to revise your logo now, rather than later.