Viewing The Times Features Of Logo Design From The Upsurge Of Enterprises Changing Logo

Recently, a great many enterprises have changed their former logos. The rush of changing logo is neither following suit nor coincidence. There are many rational considerations and enough reasons behind the rush of changing logo.Changing logo is a dynamic process. It is the product of brand development and market competition. Painstakingly designed logo is the important asset of an enterprise. And no logo can be settled once and for all as market is changing, competitors are changing and consumers are changing, too. To be an enterprise existing in the market competition,besides keeping the advantages and distinguished features of its products and service, creativity and upgrading of logo is particularly important.However, it is not very easy to change logo successfully because the former logo has been accepted by most of the consumers. Moreover, besides a large amount of extra money on advertising, greater risks exist in the process of changing logo.Therefore,it is imperative to carry out wide-ranging market investigation before changing logo. And after changing the logo, enterprises should attach importance to the communication with the consumers. It it necessary for enterprises to keep abreast of the consumers'attitude toward new logo, know whether consumers'knowledge of new logo is increasing, whether consumers still keep positive attitude toward new logo, and adjust measures in the light of specific conditions.Logo, as a symbol of a brand, is an intangible asset. Therefore, it is a marketing gambling with risks and chances, no matter whether enterprises change logo against their will or on their own initiative. Some problems may come out in the process of employing new logo. If the plan is not well-conceived or not well-performed, the losses are not only the cost in the process of changing logo, but also the bad effect on the value of former brand.Therefore, thorough and meticulous preparation should be done before changing logo. Enterprises should control the risk under the least risk. Brand is the important asset of enterprises, while logo is the core element of brand. The result of changing logo can directly influence the development of enterprises. Whatever the reason for changing logo is, enterprises should be very careful in the process of changing logo. Therefore, they must put emphasis on exploring the deep cause of changing logo and how to achieve expected result. This paper tries to explore how to lead enterprises "changing faces" successfully, through the comparison, analysis and summary of the cases and effects carried out by domestic and foreign enterprises, and provides scientific and effective theory evidence and guidance for enterprises changing logo in the future.