The basic feature of an effective logo is its durability. An ephemeral logo does not work as it should. The constant repetition of your logo in all designs carried out by your company (Brochure, graphic advertising, personal cards, Web sites, labels, etc.) is a necessary condition for your corporate logo to succeed and be the face of the company. This will not happen overnight, it will be a long assimilation process on the part of the public and it will require advertising efforts to make your logo prevail as representative of your company before the public eyes.

The corporate logo modification is not a minor issue. It is true that a logo cannot be everlasting but, anyway, its modification must be carefully handled, a balance should be stricken between the necessary unchangeability for it to be absorbed and the necessary modification to prevent it from becoming an obsolete symbol. It is not a good idea to update your company’s image modifying your logo design as the first step: if you wish to update your company’s image, the best thing you can do is modify the corporate image elements other than the logo (Brochure, Web site, etc.) or update it through advertising. This does not mean that your logo design is unchangeable at all; the only thing we want to tell you is how careful you must be when modifying your company’s corporate logo

If you want to carry out a deep updating campaign for your company’s image and it is incomplete if it is only restricted to the visual elements other than the logo, you can choose to modify the logo together with the other elements composing your company’s corporate image. Although it is worth pointing out that the corporate logo modification is seldom a complete change, most of the times the design undergoes slight changes giving it an attribute closer to what you want but without forgetting its original shape that should be kept for the logo to be still recognized by the public. For example, when Coca-Cola decided to modify its corporate logo to approach youth, it only added some hardly noticeable details which required lot of studies on consumer behavior, marketing and advertising. It took them more than a decade to add hardly noticeable details.

This example wants to show that it is possible, and in many cases necessary, to modify the corporate logo design but that this modification must be carried out very carefully and cautiously.