It’s not uncommon to see a law firm’s brand become stagnant – and then, *BOOM* – an entirely new look is unveiled that bears little or no relationship to the previous one. This type of sudden, massive identity shift is nearly always a mistake.

Any logo that has been used for decades – even if it’s ugly and awful – possesses valuable brand equity. People have come to identify your firm by its look. And they are comforted by its familiarity.

The virtue of consistency

Let’s look at some of the most successful brands in history. Apple. Shell. Starbucks. BMW. Each of these powerful brands has for decades used the same marks – and enjoyed remarkable success and unprecedented brand identity.

On the flip side, check out the 2009 logo and packaging redesign of Tropicana (above). Tropicana’s goal in its redesign was to distinguish itself from look-alike competitors. This drastic new look was a sudden move – and customers weren’t ready for it. The public was so confused by the new packaging of its favorite orange juice, that sales dropped, and parent company Pepsi Co. soon reverted to the tried-and-true logo shortly after the launch.

Law firms often make Tropicana's mistake. These massive, ill-conceived shifts breed client mistrust and confusion in the marketplace.

Avoiding stagnation

The best brands never stagnate. Rather, they evolve steadily over time to appeal to changing tastes. Below are some examples.

Exceptions to the rule

Everything shared in this article aside, sometimes it makes sense to completely scrap an old identity in favor of a new one. Below are two examples of when a full do-over is the right move.

• Exception #1: It’s got no brand equity. Take a look at the very first logos that Apple, Coke, and Shell had. They were awful! Luckily, those companies realized it quickly. A logo that is new – or one that has been implemented haphazardly during its life – may not have gained much brand equity. In these cases, a ground-up redesign might make sense.

• Exception #2: You’re running away from your past. If you have reason to distance yourself from your old brand, you should consider a full redesign. Consider Phillip Morris, which in 2003 rebranded itself as “Altria” to distance itself from years of negative publicity related to its tobacco business. In this case, losing the notoriety that the brand had accumulated was a good thing. (Another takeaway: if your reputation is really in sorry shape, you should probably change your name, too.)

Does your logo have brand equity?

Is implementing a new logo graphic and identity right for your firm? Before you bring in the brand design experts, it makes sense to think about the brand equity that’s tied up in your current look. As much as you dislike what you’ve got, it might prove worthwhile to keep it (and make some incremental improvements). Keep this in mind: even ugly logos can possess great value.

Key Takeaways

• Sudden, massive identity shifts in branding are typically a mistake.
• Long-standing logos, even if unattractive, possess valuable brand equity due to familiarity.
• Successful brands typically evolve their logos over time rather than making abrupt changes.
• There are instances when a ground-up logo redesign might make sense, including:
  • If your logo is relatively new (and thus lacks brand equity).
  • If your company needs to distance itself from a scandal or negative past.
  • If your logo lacks brand equity because it has been changed too many times in recent years (yet still isn’t right).