How do we announce a new logo?
We are working on a new logo and I am wondering if we should just start using it or make an announcement that we have a new logo. I think it would be a great opportunity to get people to come back, but not sure if people really care about a new logo. I am curious what other people recommend when making a logo change. Thank you in advance for sharing your thoughts.
What is your motive behind the new logo design? Is the new logo simply a cosmetic change or part of a re-branding campaign? Either way, there should be an announcement or sale to unveil the new look of the products. If the new logo is part of a larger campaign, like a rebrand, more planning should go into your announcement.
The Business.com team recently published a guide How to Announce a Rebranding that can help answer your question.
The best way to announce a rebrand is with a promotion on your products. Get your customer's attention with a surprise sale or promotion, and tell the story of the new logo. How does the 'rebrand' benefit the customer? Was the product improved, were there new products added to the product line, did you drop your prices, are your products available in a new location, etc. Rebranding is a long, extensive process. The announcement is just the first step. You need to figure out what else you are going to change/improve to align with the new brand perception your business is trying to take on.
Use social media to announce the logo. It's a great way to get your name out further and keep existing clients engaged.
I think that if the logo is good, you do not need to change it too much. an excellent example is the Razor logo (you can read about it here - http://motorcycle-brands.com/razor-logo/). By the way, this brand has a very interesting story. read it necessarily, maybe it will inspire you to create your own masterpiece logo.
I know this is 7 months too late but I just wanted to make some general comments for anyone else that is considering this question and also test my thoughts against your real experience.
We all live in a very busy world, filled with noise of communication and messages we did not ask for. The noise level has become so high now that we are becoming adept at ignoring most of them. To this end, we need to communicate with our potential and existing clients with more care so that our message does not get drowned in the noise.
Whilst many events and activities are of huge importance in our businesses, they are of no consequence to the outsiders. I would put our logo in that category. Marketeers, designers, and business owners put a lot of importance and emphasis on the logo. There is big fanfare and unbelievable amount of money spent on the logo, whilst their website is still sporting spelling mistakes from 3 years ago!
I make these comments as I want to get a sense of perspective on what is important to us versus what is important to customers (or potential customers). Yes we have spent a lot of money, time and effort in designing our new logo, but unfortunately it is of no concern to our customers and potential customers. It is just noise and irrelevance to them!
Our customers bought into us with the old logo (so clearly they did not care or were not influenced one way or another by the old logo), and new customers do not know the old logo so why bother telling them about the new logo!
The question really is if our company has changed it's ethos, way of doing business, changed it's moral compass, added new product/services, etc. That is news to both existing and new customers, in which case why are we telling them about the logo and not all the new good things we have to say.
In summary, we should communicate effectively with our customers and potential customers. This is the classic “less means more”. Less frequent but when we do, let's say something that matters to them rather than blow our own trumpet. Let's have respect for their time (and intelligence), and tell them about how they can benefit from working with us, which is what we do, how we do it, and who we do it to, and then by all means, tell them about a new logo to represent our new ethos/product/service/direction, etc.
If I received an email about my supplier's new logo it will be the “Delete” button I would reach for rather than my phone! I may send them a courtesy email of “Nice one guys” even if I thought it was terrible, but I will not think “Hey, I must spend more money with these guys!”.
Despite all of the above, I would be very interested to know if your experience would support this point of view or if it proves that I was 100% wrong. So please let me know:
- Did you announce it?
- If you did, how did you do it?
- Did you generate more leads or business as a result of the announcement (note not due to the rebrand but only as result of announcement)?
Hey Rema, Do you have a 'story' behind it? For example: How did the guys from Google, come up with their name and logo? If you can record a series of videos, telling the story, behind your logo, it will 'stick' and be more memorable.
I see press releases all the time, so & so, launched a new logo..it's like who cares? But, if you tell your 'creative story' behind it, on how you came up with the logo. Put it on your social business networks, your blogs, etc. A story goes a long way. Plus, if you turn your story into a press release, you will get free advertising, and reach thousands of people.
That was the first thing I thought of..my 2 cents.:)
Rema - my first question and I see someone asked it was why the new logo? If you have a target list - develop a press release - that's the best way to get the word out to your past clients.
I have to ask, why did you change the logo? Was it outdated? Did you constantly need to defend the original? Did it no longer represent your business brand?
Whatever the reason, does the new logo address those issues and offer a better solution? If so, then use this as justification in announcing the new logo.
Of course, the bigger question is, does this new logo represent a new mission, vision, purpose, etc., for your brand? Then take this opportunity to spell out what those things are and what the new logo represents.
Ideally, unveiling a new logo should be part of a wider brand marketing campaign that has clear business needs identified. What are you aiming to achieve through the redesign? How will you measure the success of the new brand?
It'll be worth - at the very least - doing some pre-planning on your new logo launch and consider how important it is to your customers/end-users. If your new logo is introduced at the same time in an improvement in service or product then customers will care. If you introduced the new logo because of a name change precipitated by a takeover, merger or repositioning then use the opportunity to tell this to your customers. If your new logo is genuinely important to your customers' experience of your business, then tell them why.
If, however, your new logo is - to put it politely - a merely cosmetic change (and there's little difference in what you had before) then simply roll it out without too much fanfare. Nothing irritates customers (or investors) more than the perception (real or otherwise) that their hard-earned money has been spent on frippery.
A new brand should always signal an improvement or positive change in your business. Good luck with the next stage...
We always recommend that you make a splash with a new logo or branding program...but it shouldn't be about the logo...it should be about the company, its mission and the motivation behind the name/logo change. See how Google announced the Alphabet name here: http://langtoncherubino.com/blog/2015/08/11/connecting-your-name-to-your-mission/