A logo is central to the visual identity of an organisation. Seemingly minor elements like the colour, font or even a shadow-effect on the logo text can have a big impact on how customers view and engage with your business. According to one study published by the University of Loyola, the colour of a logo alone can drive brand recognition by as much as 80 per cent. Another study published at the University of Michigan stated that brand logos that create a sense of motion can influence engagement and attitude towards a brand. It should not come as a surprise then that businesses spend hundreds of thousands of dollars on a simple logo change.
But a decision to rebrand your logo should not be made in isolation. In this article, we will take a look at a few things that a brand marketer must consider before updating the company logo.