Why do Companies Change their Logos? A Quick Look At Pringles’ Logo Redesign
As time goes on in a company’s life changes always happen, sometimes unknowingly and sometimes intentionally. Change is almost inevitable in business especially with today’s ever-changing marketplace environment. We are getting closer to the end of 2020 and yet again another design decision was made to redesign a well-known logo in order to change how a product’s different features influence the way customers (and other stakeholders) look at and think about Pringles.
Let’s have a quick look at Pringles making the decision over it’s logo change, mainly to cover the usual question raised by most customers as to why a company would change their logo from time to time.
Reminder: A logo’s core function is to identify something, let it be a company, product, event, campaign or a million other things. The main goal is always to have an element that serves as identification.
The aesthetic and style of a logo is only secondary from a graphic designer’s point of view, but in recent years we’ve seen multiple logo changes, which are mainly made to shift the perception of customers of an existing brand (I’m looking at you, Zara).
Usually, a logo is not changed only for the sake of changing it. These decisions come from a well-established decision-making process and are closely connected to branding and marketing.
Why do Companies Change their Logos?
- New leadership
- A shift in business strategy
- A shift in consumers’ preferences
- It was poorly designed to begin with
- Technological advancements make it necessary (for example 2D logos over 3D)
Of course, there are multiple reasons why a company may decide to change their logo, but from experience these five are the main reasons that drive the decision-making. In the case of Pringles not only the logo, but the packaging design was also modified. We can assume that the second reason was driving the conversation at Pringles considering the packaging design’s modification all together with the new logo.
