Amazing how many giants are refreshing the look of their logo to reflect the changes stemming from the economy. The article in the New York Times showcases several examples of companies making a change in design that features a greener and happier look, including Wal-Mart, Kraft, Stop & Shop, Cheer and others. The goal is to make the logo less intimidating to the public, therefore enticing consumers to spend more while everyone seems to have less.
A classic marketing communications tool, logo design, is certainly a popular one as companies reinvent themselves to adjust to a new pattern of consumer spending. It’s admirable and amazing how some of these logos have had to soften up, especially Wal-Mart and Kraft, and it will be interesting to see how the public responds with its wallet.
Tags: kraft, marcomm tactics, marketing communications, new logos, PR and logos, walmart
A very visible and effective way to refresh their image, changing logo certainly plays a role in the fight engaged by businesses to keep market share nowadays!
However, it can be extremly costly depending on how spread the company’s image is. Radisson SAS becoming Radisson Blu requires that the Rezidor group renovates all the hotels’ fronts (155 hotels in Europe-Middle East-Africa), advertising, communication,… Not to mention the risk of confusion from the customer if the new image is too different from the previous one.
Yet, a refreshed image is like your appartment after you moved the furniture around: so much more welcoming!
It will be interesting to see the effects of revamped logos for these well-known brands. It shows that companies are basing their image on strategy, not just visual appeal. Additionally, they’re keeping the dialogue new and fresh with important audiences.