So just how do you get brand changes approved by management and embraced by employees?
In a recent Forbes article, John Ellett interviewed Verchele Wiggins, Holiday Inn’s Vice President of Global Brand Management, about the chain’s recent rebranding efforts. It’s a wide-ranging article that ends with this exchange: Continue reading Brand Management needs involvement and collaboration
In August, Microsoft introduced a new logo with the following reasoning:
It’s been 25 years since we’ve updated the Microsoft logo and now is the perfect time for a change. This is an incredibly exciting year for Microsoft as we prepare to release new versions of nearly all of our products….This wave of new releases is not only a reimagining of our most popular products, but also represents a new era for Microsoft, so our logo should evolve to visually accentuate this new beginning.
Here’s the new logo:
In contrast, here’s the old logo being replaced:
There are two things I really like about the new logo. First the design itself is truly modern, high tech and appealing. Second, it retains its ties with the past. Note the colors haven’t changed, and that they’re still configured as four arranged squares.
So Microsoft has not completely revamped its “image”. The new logo reflects and retains links with a successful heritage. Continue reading New logo for Microsoft