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Are these new logos super or sucky?

Are these new logos super or sucky?

Becky Sarniak

Aug 06, 2014

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A brand may choose to change their logo for many reasons. In 2011, Starbucks changed their logo so that their name and “coffee” was no longer contained within their logo, a reflection of Starbucks’ efforts to move beyond coffee. Olive Garden recently changed their logo as part of a “brand renaissance.” With the controversy surrounding the name of the Washington Redskins, is a logo change imminent?

A logo can instantly identify a brand and evoke a whole range of consumer thoughts, memories and emotions. When my nephew was 3 years old (before he could read), he could point out the names of restaurants we passed based on the logos… even restaurants he had never visited before, indicating the power of a recognizable logo. So how does a logo change impact consumer loyalty, perception and consumer preferences?  Those are great questions, but we’ll save them for another blog post. Today, we are just interested in figuring out which of the following new logos work, who did it best, and who should have just left well enough alone. Cast your votes now!

Becky Sarniak

Manager, Moderating Services

What I love about research is learning about people and what they think. Discovering the reasoning behind behavior and what motivates people to move from a plan of action to action itself.

Our relationship with iModerate has enabled us to quickly and efficiently seek the voice of the consumer or customer, and incorporate it into our business decisions, allowing us to become smarter and faster to market. The team iModerate is, in essence, a virtual extension of the Abbott research team – from them, I know that when I pick up the phone and call, on the other end will be someone who understands my business, knows my target consumer, and will always deliver high quality results.

Kristen McLane, Manager, Shopper Insights & Category Development, Abbott Nutrition