Logo re-designs -- a good idea or bad?

It seems like a lot of companies are getting antsy about their logos.  Whenever that happens -- they get a bug to "update" their current logo.  Sometimes that's a great idea.  Other times, a bit of a disaster.

Chrys Bader of Clever Cookie has gathered up many of the most recently revised and put together his own critique.

A logo revision is such a fine line.  A company's logo is one of their biggest assets.  But, over time some of them begin to look a little dated.  But the general feel/look of it should be timeless.

Head over to Clever Cookie and then come back and tell us which logo revision do you think hit it out of the park...and which one struck out?

Comments

[Ryan Karpeles]

Logos are insanely subjective (as is most design), but it seems like there's a common theme behind any of these alterations: Changing a logo gets you nowhere.

I'm not saying design isn't important (it's incredibly important), but a logo switch doesn't change who you are. It changes what you look like.

If you want to become a better person, you don't put on fancier clothes, throw on some makeup and proclaim yourself "renewed." You actually have to change on the inside.

Worry about the heart and soul of your organization first. Then see if a certain outfit makes you look a little sexier.

[Chris Punke]

Ooooh. The bad examples sure are bad. The worst example certainly is Payless. The old logo was recognizable in an instant... this new one? Wow.

Speaking of clothes, Ryan -- I can't see myself wanting to wear any undergarments with that "chick-i-fied" Jockey logo on it. Maybe men weren't buying enough of their product or something so they wanted to appeal to women more, but I definitely won't be interested in buying with that logo plastered on the front the package. Looks more like a logo for a feminine hygiene product than men's underwear.

[Drew McLellan]

Ryan,

I think sometimes it makes sense to re-fresh a logo. UPS did a nice job as did some of the examples here, like the NFL.

But, to your point -- it is hardly the right place to expend a lot of energy if you don't have your brand promise in good order. Better to have the foundation in good shape, than the flag out front.

Drew

[Drew McLellan]

Chris,

I agree with you on the Jockey logo. They completed watered down their brand and now seem to be ignoring their core audience.

I do think it was an attempt to appeal to women as well. But they sort of missed the point of the "as well."

Drew

[Susan Gunelius]

Since we're sharing opinions on logo redesigns, I have to mention a couple of good (or bad) ones that I posted about recently. The link below goes to my 'Logos' category on Brandcurve, in case anyone wants to see all of them, but I think the most interesting redesigns I wrote about recently are Enterprise IG/The Brand Union and Comcast. Check them out. They're actually very entertaining (if you like logos).
http://www.brandcurve.com/category/logos/

[Drew McLellan]

Susan,

Thanks for sharing the link. I think logos are one aspect of our business that everyone enjoys talking about -- in the business or not.

Drew