5 Logo design changes that went wrong. Mistakes You Must Avoid.
Sudhir Kove ??
Scientific Logo Designer | Founder Sudhir Kove Life Transformation Academy| Astrologer, Numerologist & Graphologist | Helping Brands transform using occult sciences | TEDx Speaker| 40K YouTube & 36K Instagram Followers
??Hello, LinkedIn Community!
I hope everyone is having a great time.
??This newsletter talks about 5 logo failures that caused huge losses to brands and mistakes you must avoid in your logo to prevent losses.
?? The significance of a logo extends far beyond being just a visual symbol; it's a fundamental pillar of a brand's identity. The more iconic the logo of a brand the more it connects with the people and ultimately people end up buying that brand more due to subconscious bias toward the logo. That’s how the mind works.
??Consider the case of Maggi, a prominent name in the noodles segment of Indian business popularly known as two minutes noodles. Maggi's logo, with its vibrant red and yellow colors and distinctive font, is instantly recognizable. Yellow and red both are very sharp colors and influence our minds very easily especially kids are deeply connected to these colors. The outcome is that everyone knows it and every house buys it.
??Beyond its visual appeal, the logo plays an important role in influencing consumer behavior. When shoppers walk to the grocery segment of a supermarket, surrounded by numerous choices in the noodles section, the Maggi logo acts as a guiding light. The logo, imprinted in their minds through years of exposure and positive associations, triggers a sense of familiarity and trust. This familiarity often leads to a quicker decision-making process; consumers are more inclined to pick Maggi amidst all other options in the market, relying on the assurance that they're choosing a brand they know, they see and they eventually trust.
??The impact of the Maggi logo on buying behavior is profound. It's not merely a matter of recognition but also of the emotions and experiences tied to the brand. For instance, individuals might recall cherished memories of enjoying Maggi noodles during their college days or the ease and convenience it offers for a quick meal. This emotional connection, intertwined with the logo's visual appeal, significantly influences their purchasing decisions. It's a testament to how a well-crafted logo, like Maggi's, can serve as a powerful tool in shaping consumer preferences and behavior in a highly competitive market segment. This is valid for all other brands in the market. The better people are connected to your logo the better it is for your brand as well as business.
??Have you ever bought noodles the same way? Drop your thoughts in the comments.
??Several brands have witnessed remarkable success after modifying their logos. They got a massive business, increased sales, and a customer base.? One notable success story lies with Starbucks. The transformation of their logo in 2011 involved removing the words “Starbucks Coffee” and retaining only the iconic mermaid figure. This change facilitated their expansion beyond coffee and into various beverage and merchandise lines. Starbucks' simplified logo allowed for greater adaptability and recognition, and it left a subconscious imprint on the minds of people. And there are a lot of companies and brands like that in the market which transformed their entire business by changing their logos in a positive way. In fact, all the famous brands like Amazon, Apple, Microsoft, and Google keep on modifying their logos from time to time to remain in the spotlight.
??However, not all logo changes result in positive outcomes. The rebranding failure of Gap in 2010 stands as a significant example. Their sudden switch from their classic blue box logo to a new design faced severe backlash from customers and design experts alike. The negative response was so overwhelming that Gap reverted to its original logo within a week, admitting the mistake.?
?? Similarly, the logo change setback faced by Tropicana in 2009 resulted in a decline in sales and brand equity. The new packaging and logo design were considered generic, leading to confusion among consumers and a notable drop in sales, prompting Tropicana to revert to its former design.?
??These instances prove that while making any changes in the logo one has to be very very mindful of the science behind it. That’s why scientific logo designing is a new term used by experts like me to do a logo makeover or design a logo from scratch.
??5 logo failures that caused huge losses to the brands:
1. Pepsi logo mistake that cost 1 million dollars- Pepsi is one of the biggest names in drinks, you know, those sodas and stuff. Well, they tried changing their logo by making the white stripe go up instead of staying flat. The idea was to make it look like a smile, but most folks didn't really see it that way. So, they spent a whopping $1 million to tilt that stripe, but in the end, it just looked like a little change in how the stripe goes. Not many people saw the smile they wanted. So, it was like, "Oops, that didn't really work out as planned!"
2. Microsoft - What went wrong with the Microsoft logo?- When Microsoft decided to give their logo a makeover, it seemed like they were trying to be a bit like Apple. The new design was colorful and simple, but it felt like they were just trying too hard to copy Apple. It ended up looking kind of half-hearted and not very original. Instead of being creative and different, it came across as safe and corporate, lacking that spark of real inspiration.
3. British Telecom- This British Telecom logo redesign didn't quite hit the mark. The colors used were a bit off and didn't really make sense together. But the bigger issue was that the logo didn't say anything about what BT actually does. It was hard for people to connect the logo with the company's products and services. Basically, it left everyone scratching their heads, and that disconnect ended up pushing away their audience.
4. Animal Planet - You must have definitely seen this channel at some point in your life. Animal Planet’s former logo incorporated an elephant into its design, which was relevant to the TV network’s mission, purpose, and audience. The new logo, however, ditches the elephant in favor of a sideways M, a choice that seems arbitrary in comparison to the elephant and does nothing to indicate the network’s purpose or appeal to interested viewers. It simply lost its niche representation and resulted in a setback.
5. Bing - Bing, Microsoft’s search engine, always struggled to rival Google. Their old logo was kind of boring and didn’t stand out. It didn’t really catch people's attention, and that might be one reason why they decided to change it in 2013. The design just wasn’t interesting enough to draw in new users, and that might have contributed to their need for a rebrand
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??Top 5 mistakes you should always avoid in logo designing:
??? Understand your audience and its needs - For any successful logo, you have to represent the logo in a way that represents the interests and aspirations of the target customer base that will buy your product or services.
??Overthinking and Imposing Meaning: Don’t read too much into a design that doesn’t really say anything. Overthinking can lead to unnecessary complications in your logo. Keep it simple and easy to grasp. Demography plays a very crucial role in this.
??Lack of Unity: A good logo should be a harmonious mix of elements that work together seamlessly, providing a consistent experience for the audience. Every element of a logo is like a character of a story which once connected with other characters delivers a great show. Make sure all elements can come in unison.
??Following the Crowd: Even if there are trends in your industry, it’s not necessary to follow the trend. People in general don’t go for trend followers rather they go for those who have set the trends. In this case, make uniqueness your weapon in the logo to stand apart and attract an audience.
??Too Much Complexity: Less is often more, especially with colors and font. Simplicity tends to make a logo more memorable and recognizable. Make the logo simple, easy, and engaging. It should be easily penetrable into the subconscious minds of people seeing it and it should create an urge to get an experience of that particular product or service.
??Bonus tips for entrepreneurs who are just starting their ventures:
1. Don’t use white color in your logo.
2. Avoid the color black in your logo.
3. Avoid using the color red in the logo.
4. Don’t use too many angles in the logo.
??Why to avoid these? It has again a very strong and detailed science behind it. Comment YES to know more.
?? Don’t worry much about a logo as it needs an expert's assistance. You can connect to a logo designing expert who holds a very rich experience in logo designing and most importantly understands business. I am an expert scientific logo designer having experience designing logos for more than 10 years. I help companies make a logo that helps to create a subconscious effect on people and eventually scale business.?
?? Let’s get on a call to discuss your brand logo and see how it can recreate your brand and help you hit the right set of audiences. I have experience of more than 10 years designing highly successful logos for startups as well as mid-sized companies. I also authored a book THE MILLION DOLLAR LOGO which is available on Amazon
?You can order it from the link- https://amzn.eu/d/8InqDzE.
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Sudhir Kove
The Scientific logo designing expert.