For the first time in 25 years, Microsoft ditched its italic boldfaced font for a lighter straightforward type coupled with a group of squares reminiscent of its Windows operating system.
After 17 years, online auction powerhouse Ebay, calmed the overlapping uneven letters of its previous logo with thinner, aligned letters.
And in the biggest head scratcher, USA Today launched a new logo after 30 years. A solid ball has replaced the blue globe with the intent is that the ball will be used as an infographic for the top news in that section. Okay, if you say so.
Some people are up in arms over the changes. Others embrace the new designs. Then there are people who realize it doesn’t matter. (Cue audible gasp here.) Yes, fat letters, thin letters, italics, squares, circles….it just doesn’t matter.
- A logo doesn’t increase your visibility. Your marketing does.
- A logo doesn’t increase sales. Your people and your messaging do.
- A logo doesn’t build loyalty. Your product quality and customer service do.
- A logo doesn’t build a strong corporate culture. That’s management’s task.
Now, granted a logo isn’t worthless when it comes to your brand image. In fact, it is the visual representation of your brand. Therefore, it should be memorable. D’uh, that’s a given. But it should be relevant to your corporate name, image or service. For instance, if you’re a technology company, a pirate ship is not the best image for your logo. Just saying.
- A logo should enhance your corporate image. Translated, this means DO NOT USE COMIC SANS.
- A logo should work in all media. What looks great on the side of a building may look like a Rorschach test on a business card.
- A logo should not be cliché. Law firms should avoid using scales. Medical practices, Caducei. And Cinnabon, should avoid the EKG readout.
Once you logo has been selected, do not compromise its integrity. Don’t change the colors for the holidays. No one needs to see your logo in orange and black to know it’s Halloween. If they do, you don’t want their business.