Are you thinking about a rebrand? Don’t do it! Unless something in this video is true.
Saw this article last week, Ford changing its logo for the first time in 20 years and only the 9th time in its 120-year history.
But it’s not that different:
The new Ford badge – which has a darker blue background than before and white script, rather than chrome script – was unveiled earlier this week when the covers came off the updated Ford F-150 pick-up range in the US.
So in 20 years, they have adjusted the colours. Slightly.
Have a look at the evolution here. They’ve had the basic concept since 1909, put it in the oval in 1912, and then made the blue oval in 1927. But since then it hasn’t really changed a lot, has it?
It’s a similar story with Coke. They introduced the ribbon in 1900 and you can see that, although they have iterated over the years, it’s still essentially the same.
So what am I getting at?
Your logo should evolve over time. Revisit it every 5 years or so. Is it still okay? Fine, don’t touch it. Does it need a minor tweak? Do it now before it becomes old/irrelevant/dated or whatever the concern is.
Revisiting your logo every few years and taking minor action if necessary will greatly extend its lifespan. Let’s face it, rebrands are expensive. Making minor iterations like this means that you just need to update it as and when things get replaced, rather than tearing down every sign and throwing away stuff that is otherwise fine.
Think if it like servicing your car.
So when should you rebrand?
If something significant has happened in the business. Your focus has changed. Your target audience is now different. There has been something revolutionary, rather than evolutionary, happen in the business. That may be the trigger for a brand reset, and may need a totally new set of visual brand assets, including your logo.
If you don’t have a solid reason for a rebrand, look at iterating instead. Simpler. Cheaper. Smarter.
