The Apple logo has become an iconic symbol of one of the strongest relationship brands, but it wasn’t always the cool monochromatic, Web 2.0 logo that it is today. In fact, the Apple logo has undergone three major redesigns since the original was created in 1976.
Companies spend millions of dollars on rebranding initiatives, often dropping millions on a logo redesign alone. While I’m sure Apple invested quite a bit in its two logo redesign efforts, the lesson to learn from this history report is this — if there is value in your logo as a tangible symbol of your brand, a complete logo redesign might not be the best strategy to revamp or rebrand. Subtle changes could make a better difference and yield better results. However, sometimes a complete redesign is warranted, as in the case of the original Apple logo, so don’t be afraid to admit when your tangible brand elements just aren’t working.
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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.
She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.