When consumers see a logo, they remember past experiences with the organization. Changing that logo, or replacing it with an all new design, can create a public relations nightmare if those customers don't understand the reasons behind the change. On the other hand, launching a new logo can hit a marketing home run by attracting new business. You'll need a carefully orchestrated introduction to present your new logo inside and outside the organization.
An internal launch consisting of meetings, an employee communication program and promotions featuring the new logo should precede the public unveiling. You want employees to understand and become enthusiastic about the change so they can serve as ambassadors of the new design. Sponsoring contests that encourage them to promote the logo can help. For example, Bluegrass Promotional Marketing's Project United awarded employees who met with the most key clients in person and presented its new logo and name, Activate.
Complementing External Events
In addition to news releases, advertising and social media activities, your logo launch may include events targeting specific audiences. Bluegrass Promotional Marketing launched its new identity at a national trade show but gave its suppliers a pre-show preview. Local events also increase awareness. For example, Grand Ridge Plaza, a Seattle-area shopping center, introduced its new logo during a Saturday affair at which staff wore logo colors and gave out prizes. Shoppers could register for the grand prize, a $500 gift certificate, on site or online.
Introducing a post-merger logo should be done in stages. Any advance communication about the merger should feature both old logos next to the new one. Post-merger, the same items should carry only the new logo and explain the new organization's mission and values. For example, when Duke Energy merged with Progress Energy, its website explained how the new logo symbolized the new organization's future. The site also told customers the logo would soon appear on company trucks, employee uniforms and their statements.
Hard or Soft Launch
The timetable to integrate a new logo across the entire organization depends on your budget and marketing strategy. A hard launch, or simultaneously converting everything like signage, advertising and sales literature may not be feasible, but it does help limit confusion in the marketplace. Phasing in a new logo, or a soft launch, over three to six months makes the change more affordable because you can replenish supplies as old stock is depleted. Other logo-carrying items with an immediate impact on the organization's image, such as business cards, badges, and social media pages, can be updated before facility signage.
The goodwill your new logo introduction creates can fade if your staff and vendors change or distort the design. Give them a corporate identification manual in printed or electronic form that outlines accepted standards for logo placement, color and fonts.