Mktg - Why Cos opt for new logos

Ashley Coutinho

Anand Halve, co-founder of chlorophyll, recalls an incident when a client came up to him and requested that he wanted a ‘sundar sa logo’ . Halve
tried explaining that a simple logo change would be ineffectual unless part of a larger brand identity exercise. But the client was adamant.

Going by the sheer number of rebranding exercises and logo changes undertaken by Indian companies in the past few months, it wouldn’t be surprising if Halve’s experience is not entirely unique. Godrej, Shoppers Stop, Ceat, Arvind Mills, Union Bank of India... and a host of other Indian companies have jumped onto the logochange bandwagon. And the reason is not just a ‘sundar sa logo’ , but a deeper strategic intent.

Logo changes could happen because of changes in customers and markets, mergers and acquisitions , or simply a change in brand strategy. Much like the name, it’s often the most recognisable face of the brand. Think Audi, and you picture the four rings. Think Apple, and you have a partly-bitten apple in front of your eyes. So the decision to change or tweak the logo is critical.

Govind Shrikhande, customer care associate & CEO of Shoppers Stop says the company’s logo change was aimed at depicting the revamp the organisation was going through to keep up with new challenges in the marketplace. When Shoppers Stop started operations it was among the few one-stop shopping destinations for shoppers. The old logo (Shoppers Stop shown inside a oval) was used to present the retailer as a family-and-trustworthy brand.

With the entry of many me-too department stores, however, trust is no longer the core differentiator for the brand. And the logo, along with the tagline ‘Start Something New’ , aims to paint a more fashionable, youthful and international image for the brand.

Tanya Dubash, executive director – marketing, Godrej Industries also insists that the logo change was part of the revitalisation/rebranding process to underline the progress and change within the group and to reflect its new positioning of ‘Brighter Living’ . “We did a lot of research to understand what our brand means to consumers, what our strategy should be going forward,” she says. “We haven’t done away with the old logo as it represents quality and trust but given it a fresh, contemporary look to express the idea of ‘Brighter Living’ .”

Anand Halve, co-founder of chlorophyll, recalls an incident when a client came up to him and requested that he wanted a ‘sundar sa logo’ . Halve
tried explaining that a simple logo change would be ineffectual unless part of a larger brand identity exercise. But the client was adamant.

Going by the sheer number of rebranding exercises and logo changes undertaken by Indian companies in the past few months, it wouldn’t be surprising if Halve’s experience is not entirely unique. Godrej, Shoppers Stop, Ceat, Arvind Mills, Union Bank of India... and a host of other Indian companies have jumped onto the logochange bandwagon. And the reason is not just a ‘sundar sa logo’ , but a deeper strategic intent.

Logo changes could happen because of changes in customers and markets, mergers and acquisitions , or simply a change in brand strategy. Much like the name, it’s often the most recognisable face of the brand. Think Audi, and you picture the four rings. Think Apple, and you have a partly-bitten apple in front of your eyes. So the decision to change or tweak the logo is critical.

Govind Shrikhande, customer care associate & CEO of Shoppers Stop says the company’s logo change was aimed at depicting the revamp the organisation was going through to keep up with new challenges in the marketplace. When Shoppers Stop started operations it was among the few one-stop shopping destinations for shoppers. The old logo (Shoppers Stop shown inside a oval) was used to present the retailer as a family-and-trustworthy brand.

With the entry of many me-too department stores, however, trust is no longer the core differentiator for the brand. And the logo, along with the tagline ‘Start Something New’ , aims to paint a more fashionable, youthful and international image for the brand.

Tanya Dubash, executive director – marketing, Godrej Industries also insists that the logo change was part of the revitalisation/rebranding process to underline the progress and change within the group and to reflect its new positioning of ‘Brighter Living’ . “We did a lot of research to understand what our brand means to consumers, what our strategy should be going forward,” she says. “We haven’t done away with the old logo as it represents quality and trust but given it a fresh, contemporary look to express the idea of ‘Brighter Living’ .”