COMMITMENT

85 Stick with a Good Idea

Too often, a logo change is seen as a cosmetic, tactical choice, equated to changing out business cards. There can be a sense that either “we can change it later if we don’t like it,” or worse, that it generally doesn’t matter much. Neither is accurate.

Aside from the fact that a graphic identity can be very expensive to change (the production costs alone add up quickly), this way of thinking reveals a bigger problem. A graphic identity is a foundational element of establishing the promise of a brand in the minds of its customers. Changing a logo signals a change in the brand promise, and changing it on a whim risks eroding brand equity.

A graphic identity is one of the most valuable assets of a brand—the symbolic face of the company. Once an appropriate graphic identity is established for an organization, the organization needs to commit to it. Change is inevitable. Businesses must evolve with their customers, but the most successful businesses evolve strategically.

1. Poetry Center San José
joe miller’s company
Joe Miller

2. The Star of Bethnal Green
Bunch

Both Poetry Center San José and the Star of Bethnal Green rely on spirited, dynamic graphics across their identity programs.