Too often we see companies changing their logo hoping to fix a positioning or brand perception challenge. But a brand logo will always be only a visual representation of something much deeper that can’t be fixed with a simple change of brand identity. Hiding the dust under the carpet is a short-term measure used as a magic wand while the deeper branding proposition is overlooked. Brand logos will need subtle adjustments over the years to embrace either modernity, geographic growth or evolution of audiences’ aspirations but a logo radical change is a costly exercise (financial, but not only) that should only be considered as a last ressource.

Every brand, in any industry, aims at being “timeless”, and consistency is first a mark of confidence and company solidity that customers and company employees are looking for. This is achieved through careful brand strategy and brand management.