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Published on Thursday 3rd of September 2015

Google's Logo Refresh: Is Improving Your Logo Key to a Strong Corporate Identity?

Taking your B2B branding to the next level with a modern corporate logo design.

On September 1st, Google introduced its new logo and corporate identity.

Google's Old Logo Google's New Logo
Google's Old Logo Google's New Logo

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 strategyas 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:

Was your logo updated in the last 18 months or so?
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?

Does your logo reflect your evolution?
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.

Do you feel that your target market trusts your branding?
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.

eXplorance Old Logo eXplorance New Logo
eXplorance's Old Logo eXplorance's New Logo

With the new logo, eXplorance was able to strengthen their identity as an innovative market leader.

Are you in need of a logo refresh? Contact Direct Objective to develop a logo that reflects your corporate identity.


Corporate Branding Identity    Corporate Branding Strategy    Logo Refresh    

Published on Tuesday 18th of May 2010

Is it time to change my corporate branding strategy?

Concerned clients keep asking me whether they need to update their company's corporate branding- that is, their logo, website look and feel, and marketing materials. Invariably, they worry about the impact on their company's overall image and strategy.

Essentially, there are two questions that need to be assessed first:

1) How will any changes to your corporate branding identity impact the positioning of your company?

2) When is the right time to change your company's corporate branding strategy?

The questions are connected. Changing the visual representation of your corporate identity will probably highlight different aspects of your company. Is that good or bad, you may ask?

Well, it really depends on the reason why you need to make this change. Corporate branding identity can be changed at the company level or at the product level. There is always a reason for changes to corporate branding strategy, whether the changes are large or small. You can see that when Apple launched the iMac in 1998, for instance, the company made a drastic jump from a rainbow logo to a monochromatic logo.

inbound marketing campaigns direct objective

Xerox, on the other hand, retained pretty much the same company logo from 1961 to 2004 before it tried to reinvent itself. Everybody associates Xerox with copy machines and this has always posed a major problem for the company. In 2008, the company changed its logo in the hopes of moving away from that stereotype- they adjusted the font of the corporate branding to include a ball with a modern X:

inbound marketing campaigns direct objective

Did it work? I'm not so sure.

The fact is, before you go making any major changes, you need to be clear about why you need to update your corporate branding and determine how you'll get the results you want.

Here are some good reasons to consider changing your corporate branding strategy:

• The company/product needs a more contemporary, modern or fresh look.

• The company aims to address a new target market.

• A new name, product or trend is being introduced.

• The brand no longer resonates with your target market.

• The current brand identity has attracted limited or negative attention.

• The company has changed its overall marketing strategy and it is no longer consistent with the corporate branding identity.

• The company has undergone major legal, competitive or financial turmoil and wants to improve or differentiate its image.

For the most part, changes to your corporate branding should be subtle and occur over time. Take Microsoft. Microsoft has changed its corporate branding over the years, but as you can see below, most of the drastic changes occurred early in the life of the company:

inbound marketing campaigns direct objective

You’ll often see the same kind of incremental changes for product branding as well. Microsoft’s branding of Internet Explorer evolved gradually to take on a sleeker, more modern look:

inbound marketing campaigns direct objective

The point is that even very mild changes can make a world of difference. Once you’ve justified the change in your corporate branding identity, the next step is to make the transition without confusing clients. This is a professional job which requires you to:

1. Capitalize on your existing positioning
2. Convey your new or updated message
3. Bridge between the old and the new corporate branding identity

At Direct Objective, this kind of challenge is right up our alley. We create silent revolutions with major image transformations that work. Consult us before updating your corporate branding strategy. We’ll lead you to a successful corporate branding identity change.


Corporate Branding Identity    Corporate Branding Strategy