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

I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.

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