The good, bad, and ugly of brand enhancement operations
Our friends - Jen, Robin, and Chris- from Project X Media sent over a link to us today that highlights the best and worst logo remakes of the century. The narratives are subjective, but the implication for logo "enhancements" is loud and clear - there are hits and misses with any renewal process.
This begs the question: How can you assure that the nip/tuck of the logo is headed towards the right direction?
Nothing is certain, to be sure - and I think even the best in the biz, Project X, would agree - but to take a stab at it, here are three "don'ts" to consider when undergoing "logo enhancement operations":
1. Don't forget what you're enhancing in the first place! It all starts with having a strong brand foundation to being with. Your values and key brand attributes should be clearly communicated through the new logo. Don't change it just because your CMO needs a new pet project. ;)
2. Don't follow trends blindly! Repeat after me: web 2.0 does not rule the world. In other words, rounded edges, drop shadows, and abundant white space shouldn't be followed if your original brand identity represented a total 180 from that in the first place. Customers can be open to change, but customer shocks are often off-putting. This is especially true for established brands.
3. Don't lose sight of your goal! Define for yourself if you need a logo enhancement or a total logo facelift. Either is fine, but the lesson here is you get what you shoot for. Assess your company's most critical brand need, and address it. Don't ask for a facelift if all you want is a touch-up.
The big picture is that the brand, enhancement or facelift, should be pretty timeless to your target audience. A few touch-ups here and there should be anticipated, but for the most part, a good enhancement should last you for quite a while.