Business has changed dramatically in the past twenty years. While a company’s core brand my have remained the same, the way they communicate the brand should evolve to reflect the changing enterprise and the current standards and methods of communication.

Every year, thousands of companies embark on changing their corporate logo. Generally there are two models for updating a corporate mark.

The first is a series of subtle changes. Coca Cola is a prime example of subtle logo evolution. They update their logo frequently and subtly. The average person may not notice each evolution but if you look back over time, the changes become clear.

On the other hand, some firms see the need for a drastic change. Keeping with cola, Pepsi is a good example. Pepsi recently changed the look of each of their brands—departing from the traditional look and adopting a more contemporary appearance.

Which is the better model? It all depends on the organization, its evolution, and its market. Success starts with an accurate representation of the brand through the logo. If the logo is no longer applicable, changing it may strengthen the brand, making the visual and verbal messages cohesive.

Holding on to an outdated logo leads to the following issues;

• An impression that the company doesn’t care—Like architectural styles, fonts and colors reference decades. An audience may not be able to pinpoint a font, but they recognize it looks old. Colors of decades past may eventually come back around but for now are discernibly outdated.
• A perception that the company has not adopted modern business methods—an outdated logo looks like it lives in the past. Unless being old school is the cornerstone of the brand, an old looking logo makes a company look stogy.
• A disconnect between the visual and verbal brands—A company with a logo portraying the early days of the computer industry that offers cutting-edge technology has a huge gap in messaging.
• A lack of importance—Unless an organization has a monopoly, an outdated logo communicates that the company no longer matters in the marketplace. Another player, but certainly not the leader.

Though all elements of a brand—written, verbal, and visual—are equally important when communicating with an audience, the logo is what leaves a lasting impression. Ensuring the logo adheres to the same standards as the rest of the brand—important, tangible, immutable, relevant, and superlative—will help an organization and its brand rise above its competition.