While I continue working on Part 3 of our “rescue your brand” series, here’s an interesting little footnote about the evolution of logos as brands routinely try to refresh their image. The above photo (hat tip to PSFK’s Jeff Squires) shows the evolution of the Pepsi Cola logo.
Now, I am not against updating corporate logos every once in a while, as long as the change brings value to the equation – maybe the old logo was too flat or austere, maybe it needed to have some life or positive energy injected into it – but all too often, companies fall prey to some creative agencies’ claims that in order to refresh their brand, they need to refresh their logos as well.* This is not always the case.
* Let it also be said – since this comes up occasionally in discussions I have with people in the real world – that a brand is not a logo. A logo is merely an emblem. A brand, as the combination of a company’s identity, reputation, value proposition and customers’ expectations is much more… you know, complex.
Now, I am not saying that Pepsi’s choice to change its logo on a regular basis is a bad thing. I am simply using Pepsi’s M.O. as a conversation catalyst. In a way, there’s something kind of cool about a company that changes its logo every decade or so: Each new logo is like a cultural milestone – a snapshot if you will, of that decade’s graphic flavor, and how tastes change over time. But I guess once you get past the cool time capsule thing, you kind of have to wonder: Has each change in logo actually resulted in some kind of benefit for the Pepsi Cola company? Has the Pepsi brand been strengthened by every new logo design? Has each new logo helped boost sales of Pepsi Cola over time? Has the company’s chronic change of emblem and packaging art had a measurable impact on the company’s bottom-line? Perhaps it has. I don’t know. It’s an open question, and one which probably cannot be answered without also looking at Coca Cola’s own (and very different) logo evolution throughout the years. (Hint: It hasn’t changed much at all.) Which of these two brands has been consistently stronger over the years: Pepsi or Coca Cola?
So, where do you guys stand on corporate logo redesigns? Do they strengthen brands or weaken them? Do they have any effect at all? Are they exercises in brand revitalization or… futility?
Food for thought.
I think logo redesign really depends on your target audience. Motorola was losing the younger demographic. They decided to update their brand…the demographic returned.
I know Pepsi is always trying to remain hip but they might be updating their logo too often. They would probably fair better if they cut their updates in half.
Very nice series!
Thanks,
Staniel
Good point. I used to be very much against logo redesigns, but I am much more relaxed about them now, as long as a redesign follows certain rules:
1. The redesign must serve a specific purpose.
2. The redesign must benefit the brand in both the short and long term.
3. The redesign absolutely cannot be the result of either a) a new agency wanting to put their mark on a client’s most obvious piece of property, or b) a newly appointed executive within the company’s need to put his/her mark on the company’s most obvious piece of property.
I have seen item #3 happen so many times that I’ve grown a little suspicious of anyone recommending a logo change without serious justification. 🙂
Besides, once you start down that road, it gets slippery fast.
In my opinion, unless a logo is so horrible that it actually hurts a brand, any logo changes should be so subtle that most people wouldn’t notice them.
There is an exception to this line of thinking, however: Some brands like to play with their logo. Apple, for example, routinely tweaks its logo (color, texture, alternating between 3D and 2D) while retaining the spirit of the design. Brands that understand how to be playful with their logo can pull this off. The trick to making this work lies in not actually changing the logo permanently.
The message this sort of exercise sends is pretty powerful: 1) The brand is fluid, alive, and constantly evolving. 2) The spirit of the brand is solid.
Brands like Nike, Adidas, McDonald’s and Harley Davidson could probably easily pull off this sort of thing as well. The more iconic the brand and logo, the easier this becomes.
Thanks for the comment.
[…] Chronic Logo Redesign vs Preserving Brand Integrity […]
I think you ask a very important question, and you have the smarts to know that there’s no easy answer. My default position would be that logos (and branding overall) can never precede business reality, but at best can be good descriptors and promoters of it. So in Pepsi’s case, what does the new logo mean, business-wise? Well, er, nothing at all; in fact, they can’t seem to figure out how to fix their fundamental problem, which is people aren’t drinking cola so much anymore. So their answer is a new logo?
That’s not just bad brand strategy, it’s silly business.
Very astute comment. Thanks, Jonathan. 🙂
in a commoditized category like soda, brands may have little to differentiate themselves aside from their logos — the tangible differences between coke and pepsi are so small — after all, sugar-water is sugar-water, right?
so what’s a brand seeking marketplace salience to do? refreshing its logo may be one of the few things it can do — well that, and maybe pricing its product competitively — and ensuring it’s maximizing its distribution, particularly in non-traditional channels — and maybe running line extensions and seasonal or themed variations — and I guess there’s exploring packaging that provides consumers more choices, or packaging that’s greener, more convenient, or just cooler — oh, and fun, interactive promotions that engage people in self-expression through the brand — and what about partnerships with like-minded brands and licensing deals to create brand experiences in new categories…
hmmm, i guess maybe changing the logo is only one of the things a company like pepsi might want to do if it wants to keeps its brand image fresh and relevant.
You know, I don’t have an issue with the occasional logo redesign, as long as the new logo has a positive impact on the brand.
That being said, if a company’s intent is to keep its brand or image fresh, just changing its logo or mark without making more fundamental changes that will bring value to its customers is kind of an exercise in futility. (Vanity, even.)
Pepsi could tie its new logo to an engagement campaign that focuses on more than “hey look, we’ve changed what our flag looks like! Will you please drink more of our sugar water now?” The new design doesn’t move the ball forward for Pepsi or cola drinkers. Aside from a week’s worth of vague novelty PR, it’s completely worthless.
At least, when AT&T updated its logo to the new at&t, we weren’t just looking at a graphic design change.
If all Pepsi can think of to shift market share or remain relevant in the marketplace is a logo & package redesign, they need to seriously consider hiring more relevant people to run their marketing department.
Thanks for the comment, Denise! 🙂
There is such a thing is overdoing logo redesign. But when you have been in business 75+ years your logo is going to need to change with the times, unless you want it to appear vintage. Pepsi goes out of its way to keep up with the times, so they keep updating. It was a good idea, their old logo looks like the coca-cola script, no since in adding to brand confusion with your biggest rival.
I run a website that re-designs company and church logos, look us up if you need a logo redesign or update:
http://www.logoemergency.com
[…] Chronic Logo Redesign vs Preserving Brand Integrity […]
[…] What would “Pepsi” said about itself? PEPSI ROCKS IT! This expression puts into words what Pepsi’s brand image is about. Pepsi has change its logo a lot of times and seems to be constantly recycling its image for a cooler one. Unlike Pepsi, Coca-Cola, its great opponent, has remained the same over the years, giving a strongest image of tradition. If you are interested in knowing more about Chronic logo redesign vs. preserving brand integrity: Pepsi-Cola vs. Coca-Cola? don’t miss this interesting Blog. […]
I was curious if you ever thought of changing the
page layout of your website? Its very well written; I love
what youve got to say. But maybe you could a little more in the way of content so people
could connect with it better. Youve got an awful lot of text for only having 1 or
2 images. Maybe you could space it out better?
Yes. It’s in the works.