Modifying Corporate Logos

Should people play around with corporate logos?

I think Google has added to their brand image by creating seasonal treatments for its logo. St Patrick’s Day and Christmas themes spring to mind. The modifications have given their business more of a sense of personality.

Here, in the photo, is the temporarily tweaked Woolworths fascia board from Broad Street, Reading. I’m in two minds as to whether this approach really works. I may be feeling negative as the snow-covered doughnut bits are stuck over the letters in a temporary fashion.

This subject reminds me of when an enthusiastic marketing manager for Penguin Books in Australia changed their world-famous logo – they put the Penguin on a surfboard and gave him some sunglasses! Normal use of the logo was resumed quite quickly.

What’s your view on this subject?

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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