Whether new or well established, all businesses face the same all important issue at some point, does the firm's identity accurately and adequately represent its business? The answer may be a resounding no if the company has or is expecting a change in the ownership, a shift in focus or the need to break from past associations.

An identity change may also be advisable if there are changes in a company’s competitive environment or if the business has grown significantly since establishing its existing identity. There are times when a complete change in identity may not be necessary, but a temporary change or event, such as a significant business anniversary, might motivate a revised identity or a change in focus.

Before proceeding with any identity change, you’ll want to consider these points recommended in an article from Nation’s Business:

• Get advice: Discuss your concerns with a consultant or with a business executive who has previously experienced an identity change.
• Weigh the pros and cons: Consider what you may gain or lose by changing your identity. Will name recognition be a problem? Will the change negatively influence customers? Will the change allow you to better convey your corporate direction?
• Complete the legal legwork: Once you come up with a new name or logo, be sure to do trademark checks.
• Consider the details: Remember that a new identity will mean changes in advertising, stationery and marketing materials, signage, virtually every phase of your business, internal and external.
• Create a communications plan: Be prepared to explain the change to employees, clients and others. Think through the reasons for the identity change, and be sure everyone on staff understands these reasons so the message is consistent.
• Be positive: Commitment and the right attitude from those in the firm will prevent sending out mixed signals regarding the identity change.

An identity change may be communicated through a revised logo, a new logo, or an entirely new name and logo. Here is an actual situation reflecting each of these circumstances.

A revised logo . . . Raybestos Powertrain and its parent company, Raytech Corporation, celebrated their 100th anniversary and wanted to share this news. In addition to the customary press releases and events surrounding the 100-year anniversary, Raybestos Powertrain incorporated a tagline to its logo which said “celebrating 100 years of service,” without violating its original mark. The 100th anniversary logo was used during the anniversary year and then replaced with the standard logo.

A new logo . . . A few years ago, the Wabash Valley Community Foundation felt its original logo had become outdated and no longer reflected the organization’s tremendous growth or expanded mission. The organization commissioned a new logo which would more accurately reflect its purpose and give it a more professional image. Many different logo images and looks were explored in its attempt to convey its emphasis and scope. The organization has been using its new logo for two years now and has found it to be adaptable for a significant anniversary as well as for its added affiliates.

A new identity . . . Brian Miller, MillerWhite, LLC’s co-partner, has been in business for more than 23 years, operating under several different names. He started his business as Graphic Edition, which reflected the company’s focus on graphic design. With the addition of partner Bill White, the company’s name changed to Miller & White Advertising, with a logo reflecting the company’s ownership change and expanded capabilities. When Miller & White merged with two other firms, the name changed again. The company’s most recent change – when the two partners formed a new marketing business – was reflected once again in a name change. MillerWhite’s current logo and tagline, “An Integrated Marketing Company,” reflects its many service areas and again emphasizes the partners’ names.

As these three examples demonstrate, an identity change can entail minor revisions, carefully explored image shifts, or even full-blown new name and brandmark creations. Whatever level of logo complexity you undertake, keep in mind a few general considerations:

• Color: Incorporating colors into a logo is desirable, but the logo must also work well in black only. There will be applications that call for a black/white logo rather than a color version. You don’t want a logo dependent on other colors to make it work.
• Simplicity: Your logo should be recognizable and readable when printed the size of a postage stamp. If it contains too many elements, some may be lost when used in a smaller size. A logo that’s too complex will limit usage and potentially make it unreadable.
• Originality: Make sure your logo can be easily recognized and distinguished from other companies’ logos. Also, make sure your logo is logical – thematic elements and images used in a logo should convey the business’s focus or mission.

Change is never easy and should not be approached lightly. However, a successful identity change can be accomplished when it is properly planned and executed.

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