When should a company change its logo?
Two good reasons and four bad ones.
Slack recently unveiled a new logo. As if on cue, there was a lot of consternation over the redesign. And like all logo re-designs of the past, almost no one will be talking about it in a month.
But why do companies like Slack change their logo at all? There are many reasons but most are not good ones. Let’s take a look at some of them.
1/ A Strategic Shift — Yes
This is the gold standard for why a company should change its logo. If they’ve pivoted, evolved, or otherwise shifted the business in a meaningful way, it is the perfect time to change the logo to express this new reality. Keep in mind, just because a company does this, it does not guarantee that their pivot or shift will be successful.
Airbnb
Airbnb had grown significantly with its old logo. But after they completed some work to establish their brand position, they transitioned from just a site where you book a room or house to an “experience company.” To signal this change, they changed their logo in 2014. There was a huge outcry and even a…
