Earlier this year, Pepsi spent millions of dollars on a new logo. And with such a rebrand comes the inevitable “evolution in positioning”.
In fact, when last did you hear someone say “Y’know, the thing I like most about X is their logo. It just makes me want to recommend X to all my closest friends.”
What’s most disturbing is the amount of rebranding by various companies that’s been going on since the beginning of the global economic slump. Why would you be so wasteful with your client’s money? It’s just irresponsible. Why not use some of those profits to find new ways to make your clients’ lives easier? It’s a sure bet they’ll remember your assistance in the future long after they’ve forgotten what your logo was.
True story: a client once told her agency: “I want my logo to represent that we’re a close-knit family-type organisation, dedicated to personalised client service and that we go the extra mile all the time…every time.”
You want people to believe that your company is inspired by them? Prove it in your product offering. You want your clients to believe your company is motivated, inspired, involved? Show it in your customer service. Do you care that your diet drink smiles at you or that the soda grins at you? No. You care about how it tastes, if it’s cold and that you can get it conveniently.
No-one’s really going to care if your logo changes. But they will care if your product tastes different or if your service tanks. That’s where you should be spending your money. Not on pretty pictures.
No-one buys a logo.
A little something extra: If you like checking out different logo designs, visit LogoDesignLove. Very cool!