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O B S E R V A T I O N S : Why Organizations Change Their Trademarks
There are four fundamental reasons organizations feel the need to change their current trademarks; Vanity, Disaster, Boredom, and Evolution.
VANITY is simply the desire of senior executives to put their mark on the organizations they lead, as though changing a trademark is as inconsequential as changing a tie.
DISASTER is when a plane crash, criminal conduct is uncovered, or negligence causing illness, injury or death is so catastrophic as to require a radical image overhaul.
BOREDOM occurs when people inside a company have looked at the same trademark for so long they think customers are as bored as they are. Boredom also occurs with newer employees who see the current trademark as a relic of the past rather than a symbol of continuity and loyalty.
EVOLUTION is when the nature and culture of an organization has changed over time, so much so that how and why the company does what it does no longer reflects today’s reality.
Of course, the best reason for changing a trademark is to acknowledge the growth and development of an organization over time. Remember, customers will recognize the difference between meaningful change and what which is disingenuous.
There are other reasons for changing a trademark if only to improve the quality of reproduce for new media. But, let’s not forget that a well-designed mark mirrors the values and culture of an organization. A trademark is just as much about character and reputation as the new and the different.
Good trademarks carry with them the equity of familiarity, shared memories, and experiences. We’ve helped many diverse organizations achieve success by refreshing the appearance of well-exposed trademarks as well as creating next generation images for organizations beginning their second or third acts.