By. Victoria Sobolev

People require constant stimulation in order to maintain their attention. Brands and advertising agencies realize this very well, perhaps better than any other industry.

A key component of maintaining an interest in a particular company is their brand evolution.

Few things are more important to a brand than their logo. The logo is the most basic identification of the brand. Logo evolution is a vital component of a brand’s evolution, because it is a way for a company to reinvent itself to the very core through something basic and widespread, which customers notice immediately.

One of the best examples of a brand’s evolution is Starbucks. The latest version of their logo was unveiled in 2011 on the company’s 40th birthday. While the iconic two tailed mermaid has stayed the same, the minute details of the logo have been arranged and rearranged every decade or so to spark interest in the brand.

A more drastic example of logo evolution is the Mountain Dew logo. What started off, as a relatively rural American logo with a man shooting at an object, is now just the bolded words printed “Mountain Dew” with crisp letters and bright colors.

The logo of a brand is the foundation of its image. As labels grow older, so do their logos. To maintain interest and target new audiences, a logo evolution is vital. As seen with Starbucks, the logo of a company can stay relatively the same throughout decades; or as seen with Mountain Dew, it can change drastically to appeal to a new demographics. Regardless, whether the change is minor or major, consumers notice and it alters the perception of the brand.

Sources:

http://www.starbucks.com/blog/so-who-is-the-siren

http://www.trendsettingdesign.com/mountain-dew-can-logo-history/

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Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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