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TIME FOR A LOGO MAKEOVER?
From Cosmetic Surgery, to Toning and Tightening, Arketype Alters Biz Logos for the Better
GREEN BAY, WI, July 11, 2005 — Tired, sagging, bulging, or boring. Sooner or later, many business logos will be in dire need of makeovers. The question for many companies becomes when to take action and just how far to go to achieve results.
Arketype, Inc., a Green Bay advertising and design firm, has been reworking and revitalizing icons, symbols, and trademarks for well over ten years. While some of its logo patients require major reconstructive surgery, others are just in need of some minor cosmetic attention, according to Arketype co-principal, Paul Meinke. The skill, he says, is in properly diagnosing the condition and determining just the right treatment.
“The first step is making sure the business has a valid reason for the change,” says Meinke, who helps companies understand the far-reaching consequences of a logo makeover. “Reworking a logo is a significant decision that affects a company’s brand, its customers, and the bottom line. Businesses shouldn’t do it just because they see other companies doing it, or because they’ve grown tired of looking at their logo.”
Meinke says that while there are no hard and fast rules about when to give a logo a makeover, there are several logical considerations that can drive the decision. For instance, businesses grow and change and so do their product and service offerings.
“Over time, companies may change directions or their capabilities,” explains Meinke. “If your logo is more than 10 years old and no longer reflects what your company stands for today, it’s likely a viable candidate for a makeover.” Meinke states. “In the business-to-consumer industry, a highly competitive marketplace may drive the decision to revamp a logo in order to stay fresh in consumers’ minds.” New product packaging can also provide a timely opportunity for reworking a logo, says Meinke.
But just how much augmentation to administer? Is an extreme makeover always necessary?
“Every business has a unique set of circumstances that must be carefully considered, and not every logo should undergo a radical overhaul,” says Jim Rivett, Arketype creative director and co-principal. “A company needs to evaluate its history, its mission, market risks, brand equity, competitive environment, and strategic goals. All of these aspects must be taken into account when forming a decision. In the end, it’s not just about making a logo look better; it’s about maximizing its impact.”
Rivett acts as chief of staff for Arketype’s team of aesthetic design surgeons. As such, he helps conduct thorough examinations of clients’ needs to determine just how far to take a logo makeover. The group’s results as varied as the businesses themselves.
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