I Love Your Company, so I HATE Your New Logo

A recent study at Rice University by Professor of Marketing Vikas Mittal suggested that the more loyal a consumer is to a brand, the more resentment they will feel to a logo change or redesign. Consumers that are highly committed to a brand tend to see the logo as a visual link that connects them to the brand. Any change in the link to the brand is seen as a violation to the psychological contract between the consumer and the brand. It doesn't matter how good the design of the new logo is, if there is a strong connection there will be a negative reaction. Conversely, the consumers that are not as dedicated to a brand have less of a negative reaction to a logo change. The consumers are more likely to have a positive opinion of a new logo.

When a company that has a loyal following is changing or redesigning a logo, it is important to communicate with the consumer. A company can lessen the negative impact from the consumer if the consumer feels like they have some input in the change. They tend to feel like they own part of the logo and brand. They want to be involved in it changes or evolution. For a more in depth look at what Professor Mittal said go to http://www.eurekalert.org/pub_releases/2011-01/ru-rur010711.php .

Although a large, explosive negative reaction can bring exposure to a brand. Like they say any press is good press. By causing an uproar with you most loyal customers you run the smallest risk of losing customers. After all these are the people who love your brand. That is why they are talking about it in the first place.