Like everyone else, I’m throwing my two cents in at Yahoo’s decision to update its logo. And like everyone else, I must admit, I’m becoming so used to these sterile logo redesigns that it almost doesn’t even elicit a response from me.
A “meh” will suffice.
But seriously, what is with this trend of companies feeling the “let’s-redesign-our-logo!”-itch when their current one was just dandy? Especially brands like Yahoo, which, in all honesty, were already struggling.
It’s almost as if they believe, deep down, that a redesign will magically rebrand their company and make their stock tick up a few points.
As if people will forget what a crappy company they were to begin with. Sorry, but I don’t think people are that stupid (or have that short of an attention sp—squirrel! Okay, maybe.)
So while this might create buzz for a day, it doesn’t work. Not really.
Focusing solely on the logo as the be-all-end-all of your brand is a mistake. Click To Tweet
As a designer, I’ll be the first to tell you, if you have a horrendous logo, it will hold your company back.
But, on the flip side, having an amazing logo does not guarantee that your company will succeed either.
While this hardly seems fair, here’s why. Focusing solely on the logo as the be-all-end-all of your brand is a mistake. It’s putting the cart before the horse, so to speak. And this is where people have confusing—and conflicting—ideas about what a logo is and what a brand is.
A logo is just a visual mark to symbolize your company. A brand is a promise; it’s your reputation of what your company offers. Your brand builds equity over time, like a house. And just like a house, it can add or lose value.
Therein lies the clincher
If you have a floundering company like Yahoo, there are things inherently wrong that need addressing. Repainting a lemon car is not going to fix it.
It might make it pretty for a few days, and people might take a peek out of curiosity, but they’ll soon discover that things haven’t changed and the car is still broken; they’ll move on.
But, if you have a strong business with a good product or service, then redesigning your logo absolutely makes a difference.
Because all a redesign does is match what’s on the outside with what’s on the inside. Or at least it should.
This is why redesigning your logo will not, and cannot, by itself save your company. What Yahoo did ended up being cosmetic only.
But if you’re in a similar boat, instead of despairing, get thinking.
- Does my business have something of value to offer?
- Why should people buy from me?
- What do I need to fix?
- What am I doing right?
- What am I doing wrong?
- Will my business still be relevant 5,10, 20 years from now?
If Yahoo had asked themselves these very questions, instead of a dull new-ish logo, we might have seen some real changes take place.
How do feel about Yahoo’s redesign?
Epic fail, or smart move? Is there ever a good time to redesign a company’s logo?