What is it about a particular logo that just sticks with us so well? Even when a company goes out of business, the logo can live on as a unique fashion statement. Perhaps it’s the fact that no matter what definitive thoughts one has of the business, the logo can be interpreted any number of ways.
With logos having the ability to outlive their products and companies, attempting to change one is a risky proposition. Here are a few big-name companies that recently took the risk.
A Coke and a Smile
There are few beverages considered to be as “quintessentially American” as Coca-Cola and few logos as recognizable as its iconic stripe. The logo was created in 1885 by advertiser Frank Mason Robinson and has remained relatively unchanged in the company’s 100-plus-year history. Variations are often limited to the title signature, relative to the primary language of the region where it’s sold. But the latest change removes the signature altogether.
For the Islamic month of Ramadan, the company that been shipping limited edition cans featuring no signature; just the silver curve against the red background. The advertising company behind the new can says the altered design is part of a larger campaign attempting to fight prejudice and preconceived notions.
Although there are no plans to bring the new can westward, the reaction has generally been positive. Margaret Rhodes of Wired comments that “Kumbaya rhetoric aside, the new cans say a lot about today’s branding landscape, without saying anything at all. [..]Coca-Cola’s enduring look can go simpler without sacrificing design identity; that ribbon is enough to let us know what’s in store.”
Face to Face
In the tricky relationship between technology and personal interaction, few milestones have been as definitive as the rise of social media. And no other social media network has had the same impact as that of Facebook. Since its founding in 2004, the website has been the subject of countless think pieces, lawsuits, psychological analyses, and even one Academy Award-winning film. It’s turned its founders into billionaires overnight and connects its 1.44 billion users in an instant. Needless to say, when Facebook makes a change, quite a few people take notice.
Facebook tweaks its design on a fairly regular basis, often to the consternation of long-term users. The logo has seen the fewest changes since the name was changed from “TheFacebook” in 2005. However, it was recently altered slightly as part of the company’s plan to further expand worldwide. Reaction to the change has been mixed. “It is, unfortunately, a bit plain,” says Rhodes. Although she acknowledges the “slickness” the company was attempting, “that slickness comes at the cost of personality—something corporations, especially ones designed around people, should value.”
Given the company’s history, this change isn’t likely to be the last. Only time will tell if this one is as easily accepted as those that came before.
Logic and Tech
For a company that never actually made computers, Logitech became one of the defining companies during the rise of the internet. It’s third-party accessories – most notably its mouse units – added a refreshing splash of color to the otherwise dull beige of out-of-the-box PC tools. They seem like the last company to try and change their logo, let alone their name; but they’ve done both.
The company has officially shortened their name to simply “Logi”. Furthermore, they’ve removed the red and green from the logo in favor of a streamlined monochromatic image. The redesign was the brainchild of the Logi’s new CEO, Bracken Darrell. He described the move as an attempt to brand the company as “a design company” rather than a technological one.
Each of the above has a secure stake in their respective market, so they could afford to take risks with brand recognition. Although the risks appear to be minimal, they do demonstrate just how much a change to a brand’s literal image could equally change their publicly perceived image.