Brand Logo Campaigns That Dramatically Increased Sales
Brand Logo Campaigns That Dramatically Increased Sales
Brand logos cannot have the same version forever. As much as graphic designers would try to make it user-friendly and easy to recognize, at some point logos become outdated. Viewers’ preferences rapidly change as technology is more and more focused on experience and mobile use. Yet, there are brand logo campaigns many can learn from and apply even for small businesses.
Brand logo campaigns usually are part of partial or total rebranding campaigns. They typically come with press releases and also include other branding changes such as extension releases. Such campaigns cannot go unnoticed as they are also synchronized with brand anniversaries or activity changes. Not all campaigns succeed. However, some of them boost brand identity and recognition. Also, they increase sales dramatically and raise a brand’s visibility to a broader audience.
Here are some of the most successful brand logo campaigns which occurred in recent years.
Google is a brand that requires no further presentation. It daily engages users, and it is among the most potent international brands. The Google logo has evolved from having a funky 90s vibe to being innovative and straightforward. According to LogoRealm.com, the Google logo history and evolution are extremely useful for graphic designers as branding lessons.
Google has gone through a total of seven logo updates. The most recent one occurred in 2015 and came with changes that revolutionized the graphic design world. When Google introduced its latest logo, the brand also mentioned:
- A new typeface which is friendlier for mobile and tablet use.
- Brand elements which cover the customer journey map, such as the G favicon and interactive loading dots.
- The presence of a slanted e instead of a straight one that symbolizes Google’s playfulness and innovative approach.
Result: The logo update brought more brand consistency towards Google and its extensions. Now, the company has a set of products which send a coherent and attractive visual message. The most successful are Gmail, Google Maps and Google Store. The Google Doodles are powerful and efficient methods to raise awareness towards social and environmental issues.
MARVEL has gone from being an underground and local comic book into an international marvel movie brand that boosts interest whenever it announces a new release. The MARVEL Cinematic Universe (MCU) now appeals to both the mainstream superhero movie audience and the geeky comic book fans.
The MARVEL logo is basically white writing on a red background. The logo is simple and versatile enough to be able to appear in movies and look powerful even on magazine covers. The main MARVEL logo covers the MCU extension which was purchased by Disney. However, brand consistency connects the tone of voice of the two.
- The logo was announced during a Comic-Con event to create awareness and draw attention.
- This innovative update came with a fanfare composed by Michael Giacchino.
- The MARVEL logo is in use for brand campaigns even if it relates to MCU movie releases.
Result: MARVEL is worldwide successful. The Black Panther MCU movie earned over $80 million. However, the brand manages to release comic books and vintage products for its core fans. Such a brand denied forgetting about its loyal audience and created a logo which fits both prospects and customers.
Lacoste is an iconic fashion brand with a logo that doesn’t require any kind of updates. You recognize the alligator anywhere and acknowledge its high-quality message. The Lacoste logo doesn’t need upgrades and brand managers probably wouldn’t consider changing it.
However, Lacoste surprised in February 2018 when it revealed a campaign that includes anything but its logo. The brand created 1,175 white polo T-shirts with ten different logos symbolizing endangered species.
- The limited-edition T-shirts were made considering the real animals remained from each species – hence, the number of products.
- The impact of endangered species was increased by showing the number of each animal. For example, the Gulf of California porpoise only got 30 shirts.
Result: This campaign managed to turn around the appeal that exclusive products have and send a powerful message. All the products were sold.
Coca-Cola was looking for a disruptive campaign that would make headlines and significantly increase sales back in 2011. Even its logo was at stake, as the brand’s logo is one of the most famous in the world. So, the #ShareaCoke campaign was born.
The brand released a global limited-edition line of products which included some of the most common local market names. The point of the campaigns was to share a soda with the person who has the name written on the product.
- Share a Coke was successful on local markets and even engaged tourists with recognizable and universal names.
- Results were fabulous on social media as it engaged users to post pictures of the product after purchase.
Result: The campaigns were so successful that it was repeated annually ever since. The 2018 initiative focuses on special moments.
Many graphic designers agree that the Airbnb latest rebranding campaign would instead fit into the what not to do category. The brand’s logo received so many adverse reactions that it comes hard to observe positive ones.
The 2014 Airbnb brand logo update took over the internet and users quickly responded. Some saw resemblances of sexual organs, while others say designers reproduced the chin of Family Guy Peter Griffin character. However, behind the curtains, there was another purpose.
- Airbnb wanted to generate reactions. The brand even introduced customers to a platform that allowed them to add their own interpretation of the brand’s symbol. The platform allowed users to personalize the logo and come with unique stories.
- It also came with a video story explaining its logo and a name for the symbol – Bé
- The campaign was a shout from a quiet company with a conservative background.
Result: Airbnb involved the press and social media altogether. The spontaneous campaign visually told a story that the brand refused to say in words.
Brand Logo Campaigns that Failed to Work
- Gap had gone through a rough time when it updated its logo. The change was so negatively received that Gap had to change its logo back after closing over 100 stores.
- The PepsiCo brand Tropicana lost its identity and reversed its logo update in 2009. The change was visible from January 1st and February 22nd. The company lost $137 million in sales while the campaign took place.
- British Petroleum (BP) updated its logo in 2000, after 20 years of staying visually conservative. The company lost its timeless appeal and $211,000,000. Since then, BP began to spend up to $125 million per year on branding and marketing.
You can boost your company’s sales even if your budget is tight. However, there’s a fine line between initiating a campaign that increases your sales and others that fail even to get reactions. The above rebranding campaigns earned revenue, attention, and controversy for its authors.
Entrepreneurs should consider them as case studies for developing logos. Once such an idea is successful, it speaks for itself and brings popularity. Other experts analyze your choices and develop articles about your brand logo. Such a step requires experienced graphic designers and a unique company that sends a compelling and coherent message. Consider using a brand logo that handles your sale and brings fresh customers!