Brand Identity Essentials

COMMITMENT85 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 ...