Last month IHOP unveiled its new logo. Although the previous logo wasn’t amazing, it was (it is) recognizable. The new logo is much cleaner than the old and it presents a happy face. This seems very appropriate for a restaurant that serves pancakes loaded with sugary toppings.
At the unveiling of the new logo, there was much talk about how the old logo resembled a sad face and the new logo is a happy face. I get the happy face, but I never thought the old logo looked like a sad face, or a face at all. Honestly, I never thought much about the logo being good or bad. To me, the bright blue sign accompanied (in many locations) by an obnoxious blue roof, signified pancake heaven and long wait times. The logo (or sign) is easy to identify from the highway, because of the short name and large footprint that the wordmark occupies, which may be more important than the logo itself.
Will the new logo make a difference to IHOP sales, service, or reputation? In the short term, with all the publicity, sales may rise. And the new logo is cleaner and happier, so marketers are happier, but will people eat more often at IHOP?
I am currently working with a client on developing a new logo. The previous logo was designed by the business owner. When we discussed changing the font, color and look of the logo, he was very open to new designs. We presented the owner with numerous new designs all different and in a variety of colors. I have to say I had my favorites and am always impressed with my designer's ability to create logos that are original and represent the culture of the company.
After three iterations of logo designs and nearly fifteen choices we are back to only a small change to the original logo. Change is hard. After all, your logo says a lot about you. But is it really the logo or your brand that makes the impact?
As a marketer I love to see a well-designed logo, but I would much rather work for multiple years implementing and adapting a brand as it grows to meet a client’s needs.
“Well-designed logos are the work of the designers. Successful logos imply the company’s use of the logo. A mediocre logo in terms of design quality can be used to good effect through a great mix of consistency and variation. The Coca-Cola logo is not, and never was, an outstanding design. However, it has been used with great ingenuity.”
— PER MOLLERUP an economist whose Scandinavian visual communications firms Designlab specializes in corporate identities
A poorly designed logo may actually hinder your brand, but a mediocre logo may just be acceptable as long as it is recognizable. Take Apple, for example. If I was advising a technology company and they wanted to use an apple with a bite out of it as their logo, I would tell them they are crazy. What does a half-eaten apple have to do with technology? However, now without even seeing the word Apple we can recognize the logo.
What is most important about a logo is that it is simple, recognizable, different, and it is supported by a strong brand. Visually appealing is nice, but it isn't the most important factor.
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