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New year, new logo?

TDS Creativos

We don't know about you, but we were quite upset by the ZARA logo rebranding (If you don't know what we're talking about, here's the image)

After 44 years of four comfortable, spaced letters in a serif typeface, doubts begin to surface, the most important being: was it really necessary? And since we don't like to be left wondering, we'll tell you when to rebrand and when not to:

To begin, it's important to clarify that change is inevitable. This is why no established brand sticks with the same logo it started with. For example, the company we know as the golden arches went through 11 logo changes to arrive at the one we know today. We show you that evolution in this video:

And now, let's get down to business:

When YES:

1. Visual identity has become obsolete over time: Consumers change, the environment in which the brand finds itself also changes, so why continue with the same logo?
2. A change or evolution occurs in the company's activities,that require a new logo that is more in line with the evolution of the brand.
3. When the logo is very literal: Usually, this type of change is necessary when the initial logo is too closely associated with the company's products or services. On the other hand, these kinds of errors occur when the goal is to express the company's activities through a logo, inevitably leading to a redesign.
4. When the communication strategy requires the brand to project an image closer to a social need.

When not:

1. When you lack a clear mission and vision for your business: Does the expression, "When I see it, I'll know that's my logo," sound familiar? Well, this expression is very common when you don't have a clear business vision, and it's one of designers' biggest nightmares.
2. Due to current design trends: Changing your logo for this reason means changing it at least once a year. If that's the case, which logo will you position? Or which one will stick in your customers' minds?
3. To keep up with the competition: While we understand the pressure of seeing what your competitors are doing, letting yourself be driven by this won't help you improve your positioning, and you WILL spend more money on everything involved in this process.   

We hope our little guide has been helpful. Oh, and by the way, what did you think of the new logos for Zara and Águila? We look forward to your comments.

Finally, if your brand is determined to make this important change, remember that the ideas team can help you. Contact us. here

Let's work together!

Now you too can be a satisfied customer!