There’s been a lot of chatter about the over-simplification of brands recently; we’ve seen outright changes to a brand's mark and evolutions that have gone too far.
But where are the ones that seem to get it just right? Perhaps it’s time to take a look at how some brands have done this evolution thing gracefully.
Brand identities are the outward reflection of what a brand stands for, a graphic representation of its philosophy. All brands evolve as their core business evolves, so keeping a logo updated to match a company's target market is important.
Remember the Sears Holiday Wish Book? Oh, when that ingenious piece of pure consumerism propaganda arrived in the mail, usually around mid-September, I perused the pages for days on end, like a man in solitary being offered a peek of the Playmate of the Year issue. My youth, and maybe yours, is full of memories of Sears, Roebuck and Co. Our dad's workbench was full of Sears tools. Our mom's kitchen was full of Sears appliances. And, more likely than not, our closets and toy boxes were filled with Sears brands as well.