It’s hard to imagine a more unfortunate name for a business these days. Nazi Death Camp Bar and Grill might top it. The Lee Harvey Oswald Daycare Center comes close.
Removing the word Isis from your company name might be an easy call for most, but it’s not always as obvious as to when you should re-name or re-brand a product or company.
While there’s certainly more to a brand than a name and logo, both are key determinants of how a company is perceived.
Terry Lesniewicz is the Chief Branding Officer for Design2Influence (d2i), our advertising and design agency that specializes in re-branding. In a recent interview he talked about logo changes specifically.
“When a logo is a heritage logo, like Coca-Cola’s for example, it needs very little modification. Maybe a clean-up now and then,” Terry said. “Heritage brands, like Hershey’s, don’t change their packaging, while a newer candy or energy bar may change their look quite frequently.”
“But the tech industry, for instance, hasn’t been around long enough to have that heritage, so they’re not beholden to the past. Plus, the tech world views ‘new and fresh’ as good.”
“These days, brands are simplifying their logos. Freshness is always a positive. And a logo change can suggest that you have new products or a new focus,” Terry said. “So, if you have a great reputation and are widely known, consider freshening your logo. But, in the same breath, I’ll say that you have to protect an older logo and the value that it represents."
“Changing a name or logo can be a tough decision,” Terry admits. “There’s history there and equity and even an emotional attachment to consider. So, before we do any design work, we walk our clients through that process of deciding if it’s time for a change or re-fresh.”