THE “LML” TRAP
How often do you see companies get involved in sponsoring a promotional property and their only question is “where will people see our logo and how big can we make it.” That’s the “LOVE MY LOGO” trap.
While a logo is a crucial visual representation of a company’s brand identity, it’s important for companies not to become overly attached or inflexible with their logos for several reasons:
Adaptation to Trends: Design trends evolve over time. A logo that looks modern and appealing today might feel outdated in a few years. Falling in love with a logo can lead to resistance in adapting to changing design aesthetics, which could potentially make the brand appear stagnant or out of touch.
Market Evolution: As a company grows and diversifies its offerings, the original logo might not accurately reflect the full scope of the business. An overly cherished logo might hinder expansion into new markets or services if it’s too closely associated with the company’s earlier identity.
Flexibility and Innovation: Sometimes, logo redesigns are necessary to keep up with technological advances and new mediums of communication. A logo that works well on a website might not translate as effectively to mobile apps or social media profiles. Not being open to changes can limit a brand’s ability to innovate and adapt.
Changing Perceptions: Public perceptions and associations with certain colors, symbols, or styles can change over time. If a logo is too strongly tied to a particular sentiment that becomes negative or outdated, it can hinder the company’s image.
Mergers and Acquisitions: In cases of mergers or acquisitions, a logo might need to be adjusted to incorporate elements from both companies. Holding onto an inflexible logo can make integration more difficult.
Feedback and Improvement: Customer feedback and market research might suggest that a logo isn’t effectively communicating the desired message or resonating with the target audience. Being open to change can lead to improvement.
Legal and Cultural Considerations: Logos that were well-received in one market might have unintended negative associations in another. Being open to logo modifications can help a company avoid potential cultural missteps.
In summary, while a logo holds great significance, companies should prioritize adaptability, staying current, and effectively communicating their evolving brand identity. A logo should be a tool that serves the brand, not an attachment that restricts its growth and evolution.
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