This is an older story, but still an important lesson for organizations that decide to “mess with” their brand and its related images–like logos.
Late last year, the University of California system unveiled a new logo and they were immediately met with a firestorm of protest from various audiences. So, they decided to stop using it and go back to their original logo. Good move?
Certainly any change is likely to be met with a certain amount of angst from various audiences. After all, the apocryphal statement often attributed to Abraham Lincoln suggests that we can please some of the people some of the time, but we shouldn’t expect to please all of the people all of the time. That’s just human nature.
On the other hand, if an organization really messes it up, is it sometimes advisable to simply say “mea culpa” and move on?
I was asked this question recently and, my first thought/question was: didn’t they seek input from various groups before making this dramatic change? It is not uncommon for organizations to “tweak” their logos over time (see this AdAge piece that covers a number of these changes in 2012), but this is a significant shift and I would think that the University would have anticipated some strong reaction. In any event, any organization making changes to brand identity need to gather input from a variety of audiences before moving forward.
But that’s beyond the scope of the original question: should they change it? Yes I think so. They made the right decision, as difficult as it may be at this point in time.
A logo is not a “brand,” but it is a visual representation of the brand. In this case, based on the comments I’ve read it seems clear that this visual representation does not reflect the legacy, image and desired brand for the University of California. After all, their challenge is not really about getting their audience to ultimately “accept the new logo.” It’s about ensuring that the selected logo is an accurate reflection of, and provides support for, the brand. I have no idea whether the group that made this change did this, but a typical process in rebranding should involve:
- Clarifying and reaching consensus on desired brand attributes
- Evaluating existing perspectives about the brand from key internal and external audiences
- Identifying gaps
- Identifying areas of desired change (either in the way the brand is perceived or the way the organization wishes to be perceived)
- Conducting a brand audit which would include an analysis of not just your visual imagery and communication materials, but all of the touchpoints through which audiences’ perceptions are influenced
- Developing a strategic plan for brand realignment which, yes, might include a logo change
Too often organizations simply think that “changing the logo” will change the brand. That’s not the case. The logo is simply a visual reflection/reminder of the organization and, importantly, it must remind in a way that is consistent with the desired image of the organization. Don’t make changes to your visual identity simply because you’re growing tired of an image that has been around for a long time. Actually, at about the point when you begin to become tired of your visual identity is when your audience is just beginning to notice you! Your brand matters. Guard it carefully.
Related blog posts:
Is It Time to Change Your Name?
Creating a Lasting Brand Image
Tags: Brand Management, branding, identify, logo, Marketing, rebranding, renaming