Jan 26

Don’t change your logotype, update your identity!

Posted by Packaging Sense in Design | Logotypes | Uncategorized

I am aware that I’m going to annoy some of my fellow designers with this idea, but, as someone said, if you have no enemies, you have no character!

I have been trying for about 20 years to tell companies that if you need more than 3-4 pages for your design manual, you are reducing creativity, i.e. you handcuff your designers. What does this mean? It means that the times of producing packaging manuals with 10, 20 or even 30 pages are gone, as we live in an ever-changing world and need to constantly update designs to remain top-of-mind.

Design manuals with many pages do often contain what not to do (is it really necessary?), as well as too many package designs which, if not constantly updated, loose their attraction.

Back to the title and the logotype. How many logotypes need to be updated? Very few, unless you wish your brand/logotype to express something special.

The Pepsi logotype did not really need to be changed. That is the case with most brand logotypes, as we get used to them, even when they are not top. What we do not like at first, we start liking with the time!

However, the ‘visual language’ has to be constantly updated, especially for brands that want to be seen as contemporary. The master here is obviously the  Coca-Cola company that has not touched its iconic logotype for decades. Neither did they change the red, nor the iconic shape of the bottle.

Here comes my advice to my marketing friends. Please do not spend money on standardisation, controlling or redesigning logotypes. You will not sell a kilo/liter more, but have enormous costs changing signage, printing plates, packages, etc. Spend the money more creatively, i.e. on updating your designs to attract new consumers and occupy bigger space in consumes’ brains (see latest Heineken: same logo, same green, same star, but a very contemporary design!)

Do spend more money on design that communicates better, attracts new consumers, improves product value, becomes a talking point and increases shelf impact, etc. Do not forget that 70-80% of your consumers most likely do not have aesthetical considerations when they buy a product!

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