From big corporate houses to new-age brands, a change in logo is not a new strategy. Even though a revamped logo might mean spending a lot of money due to the new design having to be reflected everywhere and there is huge risk involved in it, the attempt is to always to stay connected to consumers amidst what is a fiercely competitive environment.
Prominent e-commerce site Snapdeal recently unveiled its new brand identity where along with major brand repositioning, it has also changed its logo. It was done just ahead of the upcoming festive season and the on-going Diwali sale wars between several brands across the board. Snapdeal has done away with its blue and red logo, replacing it with a red box. More than Rs 200 crore has been invested by the company on this major rebranding exercise, as the brand focuses on its next phase of growth.
[http://www]Commenting on whether a logo revamp can help change the fortunes of a brand, Harish Bijoor, brand-expert and founder, Harish Bijoor Consults, said, “Yes, it does. Brand logo changes make the brand contemporary and in sync with the new set of consumers who seem to be always seeking out the new in the old. It can help keep the brand in the limelight of today rather than let it only bask in the glory of yesterday.”
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Handset manufacturers Gionee and Micromax too changed their logo during the IPL tournament earlier this year where they were also the major sponsors. Some of the other notable brands that have gone in for a logo revamp this year are Tata Sky, Aditya Birla Group, Truecaller and Channel V. In 2015, we saw Flipkart rebranding itself several times with a new logo change. Also PayU Money spent about Rs 66 crore to bifurcate the two brands PayU Money and PayU Biz through two different logos.
We spoke to some advertising and brand experts in order to understand what factors should be kept in mind before a brand’s logo is decided to be changed, how it helps a company, instances where consumers haven’t accepted the change easily and how to make them feel connected with also being in line with the brand’s core strategy and principle.
How does logo revamp help a brand?
[http://www]Santosh Padhi, co-founder and Chief Creative Officer, Taproot Dentsu, said, “Sometimes, the personality of the brand has changed and the current logo might be irrelevant to the TG. It is then that brands decide to work on their logo because it gets exposed in millions of places, right from visiting card to the biggest hoardings in town. So if your logo doesn’t have a personality in today’s age and day when everything is so competitive, you might end up losing the mind-space of the consumers.”
He says that sometimes logo revamp is an evolutionary process and also that a logo is what differentiates one brand from another in a cluttered market like India. “Start-ups sometimes don’t realise that they may becoming big one day, so initially many end up neglecting the potential of a good logo. But when the brand becomes a ‘brand’ and with the investors’ money coming in, they later decide to work on the logo to connect well with the consumers. For instance, during Diwali, there will be five e-commerce brands who will be advertising but the creatives look almost the same because it will be only about the deals (offered), so if the logo of a brand is not powerful enough, the brand will not register in the minds of the consumers,” he added.
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http://www.exchange4media.mobi/marketing/how-a-logo-change-can-impact-a-brands-identity-and-fortunes_66179.html
