December 1, 2016


A logo is one out of many aspects of a brand. Depending on the situation, the logo is more or less important.
We’ve seen case study after case study about Old Spice’s successful brand refresh to reach a younger audience. But through its effort, Old Spice never changed its logo. It changed the experience.
Or take Nike’s swoosh. It was hardly an overnight success. The marketing behind it gave the swoosh its meaning and turned it into the durable symbol we know today.
We’re not the only ones with this opinion. Vox reporter Joe Posner sat down with famed graphic designer and author Michael Beirut

Most of the brands we work with don’t sell tangible products or have storefronts, so what lessons can we take from this?

  1. A good logo is sustainable. It lasts through the ups, downs and curves along the way (sometimes with a few minor tweaks here and there).

  2. Sometimes it makes strategic sense to redesign your logo or rename your organization. But when you do, don’t spend the whole budget on the logo itself. Pour more effort into the other brand elements that give the logo its meaning.

  3. If you make a drastic change, don’t unveil the logo without context. Doing so invites people to criticize. Give them the “why” and they are more likely to buy in and understand. Check out this example. 

  4. Logos are exciting and “fun,” and everyone in the organization becomes eager to get involved if you let them. While input and employee ownership is critically important, it’s also important to put trust and decision power in the hands of your marketing decision maker. Design by committee makes it too easy to give in to personal opinions rather than follow logical business, marketing or design principles. And you don’t want this to happen.

What would you add? Tweet us @JayRayAdsPR.