The Evolution Of Branding – The Importance Of Updating Your Logos
The need to indicate ownership is not new to people. Since ancient times, there have been artisans and merchants who used to put marks on their goods to differentiate from others and assure quality. Even herdsman used to mark their animals to prevent mixing up of the herds. Later, with the advent of documentation, came watermarks that were used on paper for official purposes. This was the birth of branding. In 1900s branding evolved to include the term ‘trademark’. This was to designate the ownership.
What was the need, after all?
Initially, there was limited availability of products and services. When the opportunities for new developments and inventions decreased, people started making products that already existed. They came up with a different version of the same product in the market. This created competition among similar products and a need to designate ownership.
Every business owner wants his business to be a step ahead and different than the others in the market. With so many versions of the same product, comes the need to give quality and make people opt for your product or service as compared to others.
With this, comes the need for brand awareness.
This is achieved through a- logo. The logo forms the first impression of your company in the minds of the consumer. It is the face of the brand. A well-designed logo –
i) reflects the brand identity
The logo is a way to communicate the brands’ ideas to the people. The graphics, type, color scheme, the image in the logo are just not mere elements, they have a meaning to them. With a purpose to attract the audience’s attention, these elements influence the viewer if used the right way.
ii) reflects trust
To achieve a sense of trust among the customers. A logo creates a professional image of the business.
A well designed, thought after logo benefits the business, by leaving a mark on the people who then recognize your brand amongst others.
But, Can the same logo benefit the business throughout the changing times and years? Is there a need to change the logo?
Well, let’s take an example to find that out.
The Logo for-Nike
A single curved line that goes thicker at one end, officially known as “the Nike Swoosh.” Nike used to include its name with the Swoosh but the distinct shape works on its own – minimalism at its finest.
The first Apple logo was created in 1976, where it features the famous scene of how Sir Issac Newton discovered gravity – sitting beneath an apple tree. In the same year, the logo was switched to one of the shapes of an apple with rainbow stripes. It was then further simplified into a silhouetted apple image consisting of the only black. Since the year 2000, the apple logo has been recognized as a monochrome apple.
Another famous example of the evolution of logos is Coke Vs. Pepsi – Evolution Of Branding. Both Coca Cola and Pepsi have worked hard over the years to build a strong brand presence among their consumers. Both work with different marketing strategies and different target audiences, but they have been in close competitions in the ‘soft drinks’ niche.
All these brands have had their own stories over the years that have helped them evolve into these world-recognized brands that they are today and have been all these years.
Since the logo is a representation of the business, it should evolve as the business does. All these brands have been in the business for a long time. They have seen the market change, the audience, their needs, their expectations all have transformed over the years. With changing demand, comes the need to evolve the business.
When does a company think of updating a logo?
When the logo gets too old to represent the company’s ideals, or when it cannot help keep up in the competitive market or it fails to leave the desired impact on the audience or even when the company undergoes a huge change.
These are some instances when it becomes vital for a company to update the logo. An outdated logo creates a stale image for the brand as well. It doesn’t appeal to the masses. As the market changes, the company has to work towards getting recognized in the growing industry rather than disappearing among the other upcoming brands. To keep updating is the key to be in the game.
In the event that you choose to update your logo, ensure you do it smartly. Nowadays, a logo isn’t only for stationery purposes, It will be the face of your brand on your web site, your office/store, packaging or any of your office properties. Business owners, in cities like Mumbai, hire Branding Agency in Mumbai, to help them with the build a brand identity of the business. It’s imperative to take care of your business and its recognition.
Author Bio: Rucha is a content writer and graphic designer at Walnut Folks. She has a degree in Architecture from Pune University. She loves to write articles and English poetry. With a combination of design and writing skills, she aspires to explore domains of marketing and journalism. Travelling, good music and movies keep her going.