September Newsletter

September 25th

Key Considerations For A Logo Redesign

A logo is the most visible graphical representation of a company, displaying a unique brand identity through colors, fonts and images.  It provides an anchor for the visual elements and typography used in all other marketing materials.  An established logo associated with an excellent product or service carries goodwill and brand awareness, which translates into increased mind share and sales.   However, if your logo has low recognition or a dated look, it’s time to consider a redesign.  An ineffective logo communicates a lack of professionalism and competence that could drive your prospects to a competitor.     
A key step in the redesign process is to ensure that your professional designer understands your business.  Explain your unique selling proposition, where your product falls on the quality versus price spectrum, and who your competitors and target customers are.  Share your plans for how the logo will be used beyond business cards and stationery; this will allow the designer to create a logo that is appropriately scalable.  If your logo relies on gradients, reflections, or other digital effects, consider how it will look embroidered on a shirt or imprinted on a promotional item.  One test is to look at your logo in its simplest form.  Can it hold its own in black and white?  Digital enhancements can be added for specific applications.  

Incorporate the latest logo trends with caution.  The challenge is to look contemporary without becoming quickly dated.  There’s no single formula for creating an effective logo.  Consider the recent Microsoft, Olympic and Starbucks redesigns.  Microsoft unveiled its first new logo in a quarter of a century last year, adding a splash of color and a graphical element to its name.  Similarly, the new Olympic logo spells out Rio 2016 and uses the yellow, green and blue of the Brazilian flag.  Contrast that with the latest Starbucks logo, which uses only one color and no reference to the Starbucks name or coffee.  The green, twin-tailed mermaid represents the brand’s personality rather than the product, proving that a logo doesn’t have to be literal.

If logo redesign is important to these marquee brands, then it’s certainly something for your business to consider.  However, there’s the risk of alienating loyal customers.  If a corporate giant like clothing retailer Gap -- which recalled its redesigned logo after a single week of social media backlash -- can get it wrong, then you can too.  And the price of a logo redesign is more than just the cost of the image; it’s the expense of rolling it out across your enterprise.  Test market any changes with your target audience before embarking on a full-scale logo redesign.

Use Print to Drive Digital Data Collection

Consumers want retailers to provide targeted offers, but they are often reluctant to provide the data required to do so.  These are the conclusions of a study, “Engaging with Digital Consumers” (Infosys, 2013), which speaks to consumer attitudes and behavior toward all types of data-driven marketing. In driving this data collection, your print marketing can play a critical role.

According to the study,

  • 78% of consumers indicated that they would be “more likely” to purchase from a retailer again if provided with offers targeted to their interests, wants, and needs.
  • 71% indicated that they would be more likely to purchase from a retailer again if it provided them with offers targeted to their individual location.
  • 45% said they would be willing to trade “some privacy” for incentives tailored to their individual shopping habits.
  • 43% said they didn’t mind if the apps tracked their smartphone’s or tablet’s location if it meant they would receive ads or promotions targeted to their local area.
  • 57% said they would be “more likely” to purchase from a retailer again if the retailer kept them updated on new offers and service by social media.

These data are critical to the world of print. This is both because print is the primary method of driving digital data collection (direct mail, posters, signage, in-store displays) and because, as marketing becomes increasingly multi-channel, print is relying more and more heavily on the data gathered through digital channels by drawing on the same centralized marketing database.

Print also helps to deepen customer relationships and engender trust so that customers are more likely to provide data through digital channels because they already have a relationship with you.

Maximize the print platform to achieve your data-marketing goals. Use print loyalty programs to communicate with customers and deepen trust. Conduct customer surveys with incentives for providing mobile numbers. Add social media icons to encourage customers to connect with your brand online.

Digital data connection is important—and print is one of the primary engines that drives it.

Source: Engaging with Digital Consumers (Infosys, 2013)

Publish Date: 
Wednesday, September 25, 2013 - 13:00