When Should a Brand Change Its Logo? Should a Brand Ever Change Its Logo?

Recently Instagram changed up its logo and the world went crazy.
Memes were generated by the thousands.  Interestingly enough, people were not really happy.
As Garth (from Wayne’s World) said,“We hate change.  We fear it.”

While Instagram has survived the storm, so far; it raises an interesting marketing question…
When should a brand change up its logo?  Should a brand ever change its logo.

Some of the largest most recognizable brands in the world would say no, never.  Take a look at McDonalds or Coca-Cola…  Logos so strong and recognizable, the minute you read this you pictured their logos in your head.

When we coach companies on branding, we stress consistency.  If you truly want a brand that builds momentum, is recognized, and resonates with your customer; find the right logo and stick with it.  Then put it in front of potential customers as much as possible.  We want your logo to evoke emotion and connect with people.  The minute they see it, they should know who they are looking at and what they can expect.

One of the worst things you can do is confuse people.  If you look different every time they see you, they might wonder…Who is coming to the table today?