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Is Your Brand Identity Right for 2016?
By: Cindy Wendland
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We love the end-of-the-year reviews on branding and marketing. A favorite looked at logos and revised logos. Rebranding is expensive. If you are considering making a change this year in your logo, take a look at some companies that did that last year. In some cases, the change hurt them more than helped.

BrandNew, a division of Under Consideration, took a look at some logo changes from last year and why the changes were not beneficial. Life is Good was known for their goofy font and characters. They changed to a simpler font and lost their edginess. The rest of the logos have too many elements to them. It seems that some art directors forget that logos need to be resized and need to look good in both a large size and a small size. If you lose an element when the logo is reduced, it shouldn’t be there.

One logo that took a beating in the review was CareerBuilder. The review didn’t think the old logo would win any awards, but did think the new logo was terrible. The old logo for CareerBuilder was very recognizable. Ask anyone who is in a job hunt, and they will be familiar with CareerBuilder with just a quick look at the logo. That’s how it should be. Now the logo is a little confusing, and all that good brand recognition from old will be lost.

Tourism Ohio is another logo that didn’t fare well. The first logo reminded us of a Circle K gas station, plus we didn’t see the circle in the name as an O. The reviewer felt the new logo lacked dignity, and was reminiscent of a Sesame Street segment. We agree. It wasn’t very original.

Here are some take-aways. If your brand has a lot of recognition, don’t change it. If you are going to change your logo, make sure it still fits with your image and branding style. Don’t change for the sake of change. Finally, keep it simple; don’t put into the logo every single element you can think of. Think strong and simple.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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