Why Do Brands Renew Logos?

Cemre Üçhisarlı / 18 September 2019

The logo is the first visual image that a brand creates towards its customers and is very important for the branding process. Visual elements such as colors, shapes, fonts used in the logo should be in harmony with the personality of the brand. Consumers remember the brand first with their logo.

You must have noticed that especially global brands renew their logos periodically. From time to time, we shared with you the logo design adventures of the most well-known brands. So why are the logos renewed? What does it mean to renew a logo for a brand and how often should logos be renewed? We researched for you.

What are the Reasons for Logo Renewal?

1- If your logo does not reflect your brand correctly…

You have established a brand and you have drawn a logo and started your activities without paying much attention. You're spread across many regions that have grown and developed, so things went as planned, maybe even better. The first logo design may be far behind the process of the brand, or it does not reflect the image drawn by the brand. In such cases, you may want to debut with a completely renewed logo and you may want to take more care for the shape that will identify with your brand in the eyes of consumers.

2- If your logo does not catch up with the era or is outdated…

Nowadays, everything changes very often. Keeping up with this change has become mandatory for every institution and organization as well as for the individual. If your brand's logo does not meet the requirements of the times, you may need to change it. To give a simple example, minimal designs are always more useful and preferable in this period. If your logo is too complex and confusing, you may want to make it more minimal.

As one of the most respected technology companies in the world for a very long time, Microsoft felt the need to catch up with the era and renewed its logo in 2012. Volkswagen's reason for renewing its logo in the near future can be interpreted as emphasizing the weight it will give to electric vehicles, in other words 'catch up with the era'.

3- If your company is forming a partnership or opening up to the world…

If you are globalizing your company or going to grow by merging with another company, the renewal of the logo will be like announcing it. Therefore, even if you are very happy with your logo, in such cases, you may need to make a name for yourself with minor changes.

As an example, we can give an example of Terra Pizza (Formerly Pizza Pizza), which recently changed its logo along with its name and expanded its brand as a sponsor of Galatasaray.

4- If you are having technical problems with the logo or confused with another brand…

The logo is like an identity card for a brand, and if it's causing problems, it's almost a necessity to change it. with its dimensions

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If you are having problems with colors, etc., it would be right to make the logo the most usable. In addition, if you have a logo that can be confused with or similar to another rapidly growing brand, you can change your logo for this reason. You also need to be careful with your opponents. It is useful to enter the market by examining the logos of your potential competitors, because you do not want to have a logo that reminds you of a more established competitor.

Although these 4 situations are the most common reasons for logo renewals, logos can be renewed for other reasons as well. Global brands such as Apple, Nike, McDonald's, Starbucks have renewed their logos many times until today. One of the most important reasons for this is that consumers feel that the brand they adopt is up-to-date. Brand is a breathing, living concept. The logo change also shows that the brand is alive.

Below are the logo changes of Nike and Starbucks companies over the years. You can easily see that the new logos of both companies were created with the additions and subtractions of the previous ones.

In a logo change, the new logos may not even have anything to do with the old ones. For example, the 3 logos used by Southwest Airlines are very different from each other. It started using its last logo in 2014.

Choosing a colorful logo that attracts attention at the beginning, Apple has simplified its logo after positioning itself as the brand that represents the plainest and simplest form of technology.

Many reasons that we have mentioned or not mentioned in the article may cause brands to change their logo, but the main thing is that the brand needs to make changes in its logo from time to time in order to show that it lives. If you have a brand or plan to establish it, do not forget that the logo is very important and should not be overlooked. I hope it was a pleasant and instructive article for you, please do not forget to write what you want to add in the comments section.

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