Good and bad logos

5 07 2012

Here is a really nice post from Hubspot on good and bad examples of branding. I have always been a fan of the FedEx logo so it is nice to see it included.

The two key considerations in changing a corporate brand are the motivation for the change and how it is managed. A radical change can be very upsetting for customers, suppliers and partners unless it is very clearly explained. In reality, brand changes should usually be about evolution rather than revolution. This approach removes any anxiety that may occur as it can be presented as progress rather than change. The subtle modernisation of the Guinness harp is a great example of how to change a brand without upsetting customers.