A company’s visual identity takes on an important marketing dimension. It represents the first contact between a company and its target audience. During its existence, a company or business will be prompted to develop its image in an attempt to modernise it or just out of necessity.

Modernising an image

Society evolves year by year just like its inhabitants. Design and graphic trends change and develop in the same way. A company’s image must adapt and evolve in line with the society so as not to appear dated. The company must adapt itself to new trends and modernise its visual identity. For this purpose, no need to change the entire logo, and it is not necessary to alter the company’s image. A change of colour, of typography or graphics is enough. It is easy to see the natural evolution that the logos of the major brands (Renault, Ford, Coca-Cola, McDonalds) have undergone.

Target change

Sometimes a company begins by targeting a specific group, men, women, teenagers, family fathers for example. The company concentrates itself on the specific audience, and then, over the years, decides to enlarge the target group by proposing new products. In this case it should modify its logo to adapt to all the targeted groups. This type of development necessitates a change of logo more often than for a simple modernisation. The company may want to add a feminine touch to attract a more feminine clientele, to rejuvenate its image or reach a younger target audience.

Making public a major change of management

A company can be required to make public an important administration modification such as a change of management, a fusion, new values to highlight. All this represents without doubt one of the most profound developments of visual identity . The company changes its logo and image entirely in announcing this significant development. Particularly during the fusion of two companies, it is important to find a logo that corresponds to each of the parties and their values.

Introducing new products

A new product introduction is an important event for a company. For the occasion, a company may contemplate a change of logo. This can engender an important marketing impact and the announcement can be a good occasion to promote the event. A new image can be more attractive and arouse curiosity amongst consumers. This is an intelligent way to attract new customers and to provoke new sales. The company chooses to modify its logo distinctly or to make slight graphic modifications to it. However, to be remarked upon and to incite significant interest, these modifications, must be at the very least, striking and intriguing.

A change of visual identity is an attempt to refresh an image, to attract new customers or to announce an important event. Consequently it should be well thought out in advance and perfectly executed. There really does not exist a rule for the number of logo changes. Companies can develop their graphic design if its activity or stature justifies it. Be careful, however, not to change the logo too often, as this could have negative repercussions (difficulty or confusion in following the company’s evolution), contrary to those hoped for initially.

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