One thing that is common among big and small companies is the elements of branding. Regardless of how big or how small the company is, all of them have logos. Similarly, all of them make mistakes.
There is a general perception that most logo designing mistakes stem from the use of a faulty logo maker generator or a free logo maker software. This may or may not be true. The free logo design templates available might not be satisfactory in all cases. But, some free online logo maker and download to get the job done. So, if free logo download is not the issue, then what is?
These issues can be highlighted via the logo designing mistakes of some of the big companies. Here are some of them.
Now, Google’s logo is considered to be a great logo. But, this was not always the case. Back in 1998, the logo of Google was starkly similar to the other big guy in the block- Yahoo. Also, Yahoo came first so it already had a first mover advantage. At such a time, the similar font and exclamation mark of Google gave it a feel of a me-too brand rather than a force to be reckoned with. However, marketers soon realized this mistake and changed the logo for the better. Now, Google is the world’s top search engine and its logo is considered to be an effective visual symbol.
The infamous logo disaster of Gap is a lesson for all. Actually, it is considered to be such a good example of branding failure that many business schools teach it as a cautionary tale.
At the end of the day, the goal of any logo is to ensure recognition among customers. This means that whenever your potential customers see your product, they recognize it as being a part of your brand. Gap changed its logo drastically in 2010 to such an extent that it became difficult for customers to accept the change. By operating above Just-Noticeable-Difference level, they failed to create the impact they wanted to. Soon after, Gap changed its logo to a version of what it used to be.
These two tales have very important lessons embedded in them. It shows that your logo needs to be different from your competition. Also, in order to stay relevant, you can’t change your logo so much that your brand loses its identity.