After reading this post on “Best and Worst Logo Remakes of the Century,” I had to wonder what compels successful companies to make drastic and unnecessary identity changes. Are such decisions driven by cumbersome sales? By careful customer surveys? By boredom?
The one that really struck me in the post was the Payless logo redesign. Toss two orange dots on a black canvas and I know you mean Payless. The new logo is, well, what the heck is that about? There's no retention of the original (and powerfully established) brand image in the new logo whatsoever. Not one iota. Time and again we see why jumping to conclusions gets you into trouble, especially in the business world. When companies don't take the time – or don't have the acumen – to make the right decisions. Even the most successful companies make grave marketing mistakes, as evidenced by the marketing failures listed in this post. The only difference is that when the big dogs get it wrong, they often have the funds to cover it. When small businesses make mistakes, cash flow stops and business dies. That's why it's so critical to carefully examine your options before you jump to conclusions.