Logo update rules, logo design replacement principles

From the perspective of the life cycle of a brand, a brand, like a plant and animal, will also go through a process of start-up, growth, maturity and decline or upgrading. Brand from positioning, design, testing to enter the market, marketing and promotion, accumulation and formation of a certain brand equity, and then on this basis step by step development and growth until prosperity, and finally the brand aging, need to be upgraded, the whole process is a process of brand upgrading and updating. In this whole process, it is often the update of the logo that plays the vanguard.

a) Reason for Update.

Through the research of multiple examples, the reasons for logo update are divided into the following seven types.

1. New companies, enterprises and organizations are opened, and new products are launched.

2. Change of name.

3. Reposition and activate the brand's business and concept.

4. Brand upgrading, re-enhancing and activating the brand image.

5. It is necessary to integrate and create a unified image system.

6. Merger and reorganization of the company.

7. Transform local brands into global brands.

b) Update type.

A is updated to A+:

Brand logo logo in the original shape, elements or structure on the basis of the adjustment, made more to meet the needs of the times, most of the fine-tuning, is a kind of image of beauty, this practice to maximize the inheritance of the original corporate culture and brand value, easy for consumers, the audience to understand and accept, its promotion cost and risk is minimal, the most secure and secure. The famous case has the logo of the 2013 CCTV update.

A is updated to A+:

This practice is mostly due to the adjustment of corporate strategy, business transformation, the injection of new corporate philosophy and new corporate culture, and the acceleration of the internationalization process of the brand, etc., which require the renewal of the brand logo in order to make the brand character clearer. The brand logo not only maintains the original shape, elements or structure, but also has a new change in the overall temperament, which is conducive to the activation of the brand. It is also easy for consumers to understand and accept, and its promotion cost and risk are also smaller, more secure and safe.

For example, the logo of the 2013 CNTV update.

A is updated to B:

Major adjustments to the company's own strategy, such as renaming, re-registration, launching new products, and changing the role of the corporate brand, are a leapfrog way to update. For example, in 2013, the logo of Founder Group was renewed, marking a major brand upgrade of Founder Group.

A+B is updated to Ab:

Often, two brands or logos are merged into one brand or logo, and the merged logo retains most of the elements of one of the logos, but contains a small number of elements of the other logo.

A+B is updated to Ab:

The updated merged logo may include the names of the first two brands, or some key elements of the first two logos, but they are different from the previous two logos.

A+B is updated to C:

Keep some of the elements of the previous two logos and become a completely different logo. A well-known example is the merger of Sony and Ericsson's mobile phone businesses to form the new Sony Ericsson

Brand image upgrading is not a simple matter, especially for those well-known brands that are influential in the domestic or international market, brand image upgrading may bring brand equity loss to enterprises in the short term. Therefore, upgrading the image should be driven by more long-term interests, and it is also a strategic business decision, or a strategic adjustment.

Rebranding and re-engineering should be considered in the following situations:

1. Brand recognition is low or weakening.

Second, the brand has been hit hard by the crisis.

3. M&A, reorganization or division of enterprises.

Fourth, the brand is facing the internationalization of the market.

Fifth, the brand is repositioned.

6. Incorporate products or services into other brands.

7. The "brand image upgrade" caused by the upgrading of the enterprise

The growth and development of a brand is inseparable from the communication of the logo, the logo is the visual display of the brand, and the logo is the symbol of the brand. Its importance determines that when we are doing business and building a brand, we should do the design and promotion of the logo with "good intentions", and always remember: the logo is a face of the brand, and only when the face is beautiful, can it be welcomed by the public.

If you don't pay attention to details and don't make edges, you will eventually be forgotten and eliminated. The ultimate purpose of changing the standard is to develop healthily and let the enterprise move towards a broader road.

No matter what the reason, after all, the change of label is a brand, a memorabilia of an enterprise, so the change of label generally has to go through the following three steps.

First: market research.

Market research is the basic work of marketing, and it is also the first thing that needs to be done to change the label. Whether the logo of the brand needs to be changed and what it looks like needs to be analyzed after market research. In order to adapt to the Chinese market, Coca-Cola has designed the Chinese logo with the characteristics of the text mark.

Second: logo design.

With market research and a complete understanding of the reason and purpose of the rebranding, the new logo design is the key finishing touch. A new logo design must be in line with the development of the enterprise, the culture of the enterprise, and the hobbies of consumers.

Thirdly: logo release.

After the logo is replaced, in the external publicity and release, the enterprise must respond to the front and back and respond quickly. Looking at the rebranding of the world's big-name enterprises in recent years, we can see that before they officially launched the new standard, the outside world's first-class enterprises, competitors in the same industry, and professionals have begun to pay attention. This kind of attention virtually improves the brand's popularity and gives the brand a high degree of attractiveness.

Any brand rebranding is a major event, in the whole development process of the enterprise, the rebranding means that the brand will develop, the enterprise will seek a breakthrough. Therefore, the release of the new target must not be perfunctory, and it must be impressive and famous.

Under normal circumstances, these brands are still very good when they are upgraded, because after the upgrade, you can see all the brand content.

From the perspective of the life cycle of well-known brands, well-known brands, like animals and plants, will also go through the whole process of start-up, development, improvement, decline or upgrading. Well-known brands from precise positioning, design schemes, detection into the sales market and promotion of marketing, accumulation of a certain brand value and then on this basis step by step steady development until prosperity, and finally well-known brands brittle, must be updated, the whole process is a brand upgrade and upgrading of the whole process. In the whole process here, it is usually the upgrade of the logo that plays the vanguard.

Beautiful logos have a history of 200 years and many years. It is a scarce symbol in the vehicle (with Leo as the logo), a fever-level trademark logo, which endures in the shape of an angry roar, confesses the heart, and then roars, and the heart is strong.

A logo is also a trademark logo, commonly known as a logo, and sometimes the two are blurred. However, once it enters the consumer industry, it is extremely important to be recognized, and it is elevated to the cognitive ability of culture and art, granted a certain connotation, and over time, it will become a symbol, integrated into social development and daily life, as a mark, and then become the life of the company. As everyone knows, the indication (logo) or trademark logo is dynamic.

Basically, all trademark logos and logos have their own history of evolution, if you do some scientific research, it will not be too difficult to find, to put it bluntly, the history of evolution is the history of changes in the company, or the development process, which is usually closely related to the period and fortune. If we talk about brand endorsement, the logo is actually the best brand endorsement of the company, and the most valuable intangible asset amortization.

Peugeot's new and upgraded logo is a perfect combination of historical time and contemporary processes, in keeping with the DNA of the well-known brand. According to the official website, the new logo is to better integrate into the development trend of today's digital era and meet the requirements of the trend of electrification and modernization. The new upgraded logo adopts a flat icon design style, which is more streamlined, more layered, more elegant, and has a beautiful and exclusive font style, which generally has a sense of science and technology.

Peugeot has been in our country for 17 years. The official website recognizes that in the past two years, as a Sino-foreign joint venture, Dongfeng has experienced a difficult period of development trend of well-known brands. However, there has been an improvement, the Meta+ plan has been announced, and the operation of the Five Heart Guard operation has been run.

At the beginning of the new year, Dongfeng Mark completed a year-on-year increase in sales and a year-on-year increase in test results. It is a scarce symbol in the vehicle (with Leo as the logo), an enthusiast trademark logo, which endures in the shape of a roar, confesses ambition, and roars, and is strong.

This is to keep up with the development of the times, make your brand more famous, and make your sales better.

The logo is updated with a new logo, through the innovation of new patterns, more eye-catching, fascinating, at the same time, it is also a follow-up of the trend of the new era, adapt to the new way.

This time, Peugeot will change its global logo, and Dongfeng Peugeot will also take advantage of the east wind to have a transformation, so the return of Peugeot, which was known for its technology and aesthetics, is just around the corner.

This is a new year, a new atmosphere, in order to show their new style, so the logo is updated.

Logo upgrade design is a process of presenting your own views on paper, you can further convey your own views, in the process of upgrading design, to help the company further understand, you need to write out the product plan accordingly in this process, for the company to retain customers while creating a certain value.

There is also the writing of specific copywriting in the process of upgrading the design. To upgrade the title content of the logo upgrade design, and how to implement the logo upgrade design, as well as a variety of possible problems for a general design and subdivision, the logic must be kept strict, the narrative must be organized and the expression should be smooth, the key step of the logo upgrade design is the writing of the essay, the specific content includes, how to position the brand, the design of the specific logo, and in this process, How should we upgrade the logo step by step, and the culture behind the design continues to deeply affect people's thinking habits.