A brand is certainly much, much more than a logo—but a logo often acts as the face for an organization… today more than ever.
We don’t just see a corporate logo when the organization pushes out an announcement—a commercial, a press release, or other one-way communication. We now choose to install those logos on our smartphones and other devices. We see those logos when we communicate with those organizations on social platforms.
We decide on the logos we want to interact with, and we keep them close to us.
Perhaps that’s why we’re experiencing such public outcry when organizations re-brand and launch new logos.
In February, Uber launched its new logo to wave of negative response. Here’s one headline: Why Uber’s New Logo is a Mistake.
Earlier this month, Instagram unveiled its new logo to major public dismay. Among the news stories written about it were a defense of the design—by the person who created the original, long-ago replaced logo—and a series of alternative designs provided by more than a dozen designers.
And who could forget when Airbnb launched a new logo in 2014, and got a ton of publicity for the—um—body parts the new design resembles?
Why do we bring all this up? Not to strike fear into the hearts of insurance agents considering re-designing—or perhaps creating for the first time!—a corporate logo. Far from it!
It just strikes a little close to home because InsuranceSocial.Media recently released its new logo.
We liked our original logo, but as our company has been growing and our product evolving, we realized it didn’t fully identify our brand, create meaningful associations in the minds of viewers, and set us apart from the competition. Our new logo does all that—very successfully, too, we might add! We couldn’t be more pleased with it, and we know it will carry our brand for many years to come.
We’re glad we undertook this re-branding while we’re still a start-up–after all, it is because Instagram, Uber, and Airbnb already have large, passionate followings that their re-branding has caused such an uproar. Users and customers have a strong relationship with the brands of these three companies, and if the angry internet chatter is any indication, those users and customers feel that the companies are somehow changing their value proposition. It can be tough for established brands to re-brand successfully–tough, but not impossible.
Our advice? Keep your eyes on your agency’s value proposition–and stay in communication with your customers–as you transition into a new brand.