Logos – the most recognizable visual identifiers for a company or brand – are much more than just a graphic in an ad or on an app. Logos have the power to convey so much beyond just esthetics and depending on how they’re crafted, they can even become iconic.
Think back to some of the most well-known brands in the world and you’ll likely recall their logos: Nike’s swoosh, Apple’s apple, McDonald’s yellow arches. These images evoke emotion in us and pique our interest – and that’s all due to smart design and thoughtful branding.
Whether you’re already familiar with reimagining visual identity or are just starting out, let’s take a closer look together at why logos matter.
Your visual identity- how you will expresses itself to the world is more than just a logo; it encompasses all of your branding assets, including icons, colors, fonts, videos, animations, and more. These elements combine to create a cohesive look and feel that embodies your brand’s values and personality. And your logo serves as the visual centerpiece of the brand, unify everything from product packaging to advertising and social media messages.
Your logo says a lot about who you are and what you stand for. When done right, this visual representation of your brand will capture the attention of your target audience and create instant recognition when they see it. This allows people to associate certain values with your company, product or service offering so they quickly understand what it is that makes you unique in comparison to competitors.
A logo does not have to be forever. In fact, many companies rebrand their logos on a regular basis. Nike, Apple, Pepsi and Google have all rebranded their logo within the past 10 years.
There are a few reasons why a company might choose to rebrand its logo:
- The company’s identity has changed. If the company has changed its focus, its target market, or its values, it may need a new logo that reflects those changes.
- The company wants to update its image. A new logo can help a company to look more modern and fresh.
- The company wants to stand out from the competition. A unique logo can help a company to stand out from the crowd and make it more memorable.
But rebranding can be a costly, difficult and time-consuming process and ultimately, the decision is not one that should be made lightly.
The Story Behind New York City’s Rebranding
You may already be familiar with New York City’s iconic logo – “I ♥️ NY” but do you know the story behind it? In 1977, the city was in dire straits, on the brink of bankruptcy. It was in desperate need of an image boost to draw visitors and tourists back in.
That’s when graphic designer Milton Glaser stepped in with an idea. Rather than creating a logo in a traditional sense, Glaser crafted a simple and memorable phrase – “I ♥️ NY” – that was meant to inspire open-ended emotions about the city rather than evoke specific visuals.
Since its launch, the “I ♥️ NY” campaign has become one of the most recognizable logos around. It has been translated into almost every language and featured everywhere from T-shirts to mugs to stickers to billboards. It has become more than just a logo; it is now a symbol of New York itself and continues to shape its visual identity today.
This past February, in response to the COVID-19 pandemic, which has had a significant negative impact on the tourism industry in New York City, the New York City Department of Tourism and Marketing launched the “We ♥️ NYC” campaign to encourage people to visit New York City and to help the city’s economy to recover.
The campaign features a new logo, which is a heart with the words “We ♥️ NYC” written inside it. The campaign also includes a new website, which features information about New York City attractions, events, and activities.
The new “We ♥️ NYC” campaign has received mixed reactions from New Yorkers. Some people love the new logo and think it is a fresh and modern take on the classic “I ♥️ NY” campaign. Others are not so sure and think the new logo is too different from the original. Some people have even gone so far as to say that they hate the new logo.
It is still too early to say whether the new “We ♥️ NYC” campaign will be a success. However, it is clear that the new logo has caused a stir among New Yorkers.
Despite the challenges, rebranding can be a positive experience for a company. A new logo can help the company to connect with a new audience, and it can help to freshen up the company’s image. If it’s done right, rebranding can be a powerful tool for growth.
Here are some tips for overcoming the difficulties of rebranding with a new logo:
- Do your research. Before you start designing a new logo, it’s important to do your research. What are your competitors doing? What do your customers like and dislike? What is your company’s brand identity? Once you have a good understanding of your brand, you can start to develop a new logo that represents it.
- Get feedback. Once you have a few ideas for a new logo, it’s important to get feedback from your customers, employees, and other stakeholders. Ask them what they think of the logos and what they would like to see changed. Getting feedback will help you to develop a logo that everyone loves.
- Be patient. Rebranding is a process, and it takes time to get it right. Don’t expect your new logo to be an overnight success. Be patient and keep working at it, and eventually you will find a logo that everyone will ♥.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
