Logo Upgrades: 5 B2B Companies that Made the Change

Business.com / Marketing Strategy / Last Modified: February 22, 2017

When a company is in the process of upgrading its brand, a new logo can be a symbol of greater changes taking place: changes to the...

Your logo is your brand, and you worked a long time to determine what would best represent your growing business.

So, for a business to change its long-established logo, it faces considerable risk. The old logo is recognizable, respected, and carries specific connotations reflective of the business brand -- and an alteration to the logo can damage that brand.

However, when a company is in the process of upgrading its brand, a new logo can be a symbol of greater changes taking place: changes to the business's mission, focus, and values. Evolution is healthy for any business, which is why many brands choose to revamp their look.

Here are five examples of B2B brands that have taken a decisive step towards rebranding their image, starting with their company logo.

Cisco: October 2006

In 2006, Cisco Systems updated the logo they had utilized since 1996 -- removing the word "Systems" from the image, simplifying and rearranging the font, and making the bridge imagery more rounded and abstract. According to Jere King, former VP of Marketing at Cisco, "[The logo] changed when the company changed its positioning around the human network, and modified the logo to symbolize a gateway to the future."

The networking equipment manufacturer is headquartered in San Jose-and the company name itself derives from San Francisco so their logos have always featured an image of a bridge to represent the city's Golden Gate Bridge, as well as the "bridging" function of their multi-protocol routers.

Related:The 4 Step Formula to Unleash Your Brand Voice

Intuit: April 2008

Intuit, the makers of financial and tax software for businesses and consumers, changed its logo in April, 2008 in an effort to modernize their brand image. The new logo lost the pixelated face profile in favor of "stickmen" formed by dots over the two "t"s.  According to Rich Walker, Intuit media relations, "This refreshed brand will place new and broader emphasis on the Intuit name. It will serve as our corporate brand and as the master brand for our small and mid-sized business products."

SalesForce: Aug 2009

In 2009, Salesforce.com transformed its brand and site with a new logo. One of the leaders in CRM platforms, Salesforce.com is embracing the shift to social and states on its Facebook page, "the enterprise cloud computing company that is leading the shift to the socially connected businesses." Their stated mission: "The End of Software."

Formed in 2004,their original logo featured the company's web address with the tagline "Success On Demand." The new logo combining the company name, an image of a cloud, and a "no software" button,  expresses the core elements of the company's products: cloud-based service, no software needed. It retains the font style of the old logo, while incorporating more informal imagery reminiscent of graphics used by Twitter and other social networks.

Eloqua: Sept 2012

Eloqua -- the provider of B2B marketing software and services -- recently updated their formerly severe, all-caps logo to a more modern under-case font and style. The design incorporates the infinity (∞) symbol inside the word itself as a means of symbolizing limitless possibilities. According to Nick Bell, VP of Corporate Marketing at Eloqua, the new logo is part of a brand refresh: "The previous identity was meant to convey solid, corporate, serious company.  It did its job.  But now it was time to bring out our unique, customer-driven, "fun" personality!"

Eloqua announced its acquisition by Oracle in December, 2012, so expect further changes to the logo and other co-branding efforts once the sale becomes official in mid-2013.

business.com: March 2013

Business.com - Each year, over 20 million buyers from small-to-medium enterprises turn to Business.com to discover,compare, and purchase the products and services they need. These buyers come to Business.com to cut through the clutter of online search results and avoid having to sort out the huge number of individual vendor sites.

Business.com collects data to determine which products and services buyers are purchasing. In fact, we make over 5,000 phone interviews each month to learn about business buyers' purchasing needs. This process provides insight into how companies use the Internet to make purchasing decisions, which allows us to uniquely serve the needs of both buyers and advertisers. Every year, we help our 10,000+advertising clients generate well over $1 billion in incremental annual revenues thanks to this research.

Come see the rest of the changes made at Business.com, today. And don't forget to see what our CEO has to say about all the new design, too!

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