Reinvention

If necessity is the mother of invention then reinvention is the mother of progress.

In this great article by Inc. magazine they explore the reinvention of seven brand Icons:
Apple, BP, Ford, IBM, Shell, UPS and Walmart
Logos

Shell, for example was started by a shopkeeper who sold antiques and decorative shells!
IBM was first known as "International Time Recording" before merging with The "Computing Tabulating Recording Company"
in 1911.
In 1907 19 year old Jim Casey borrowed $100 to start The "American Messenger Company" which we now know as UPS.
Apple's first logo featured Sir Isaac Newton under the fabled apple tree.

If you look closely at the logo development you will notice a few things:

Successful brands simplify their logos over time.
There are many reasons for this; some of it has to do with refining vision, some has to do with simplifying their message. But logos that say too much seldom reflect a business that is able to adapt to changing circumstances.
Logos become more stylistic over time.
Most logos start very ornate and very detailed. I always think this is a mistake. Ford and IBM got away with it 100 years ago, and Steve Jobs was wise enough to hire Rob Janoff to design the Apple logo, he would not have got very far with Sir Isaac under the tree. People are always a lot smarter and visually aware than most brand owners believe.
If you are working with a designer on a logo you really don't have to symbolize every aspect of your business in your logo.
Today consumers and B2B buyers are extremely brand aware. Packaging, logo and branding are vital components to a company's success. Your clients assess your business before your website has even finished loading. If your logo is going to be symbolic then make sure it is well stylized and simple.
Logos are now buttons.
Part of the Apple revolution has been to "buttonize" logos. It needs to be click-able, scalable reflective and shiny. This is just another trend, already Google Chrome is moving away from the highly shiny logo, but the logo is still a button. The function of a logo has changed somewhat, and when you are developing a business you need to bear that in mind. How easy is this logo to click on, especially when it's small? How will it look as a favicon on my website?

Most company owners consider economic pressure as a time to consolidate, especially in marketing. But that is not thinking like a survivor. Brands that survive are the ones that use suppressed economies as opportunities to grow their market, precisely because their competitors are not investing in marketing.

So, if you'd like a brand evaluation contact me you can download our free logo development guide here without filling out any form.

Alan