"BRAND" NEW IDENTITY CRISIS

Every Sunday, I set my DVR for CBS Sunday Morning, a show that covers topics from politics to the arts, healthcare to business, and fashion to technology. One minute you’re hearing about the unique ways that Zappos.com entertains employees, and the next you’re taking in an in-depth interview with Larry Bird and Magic Johnson. It’s a brilliant show.

A couple months ago, CBS aired a segment about the “Google Doodles,” the ever-so-talented team of artists based at Google’s Silicon Valley corporate headquarters. What’s their job? To come up with creative concepts to change the way the Google logo looks in order to represent a holiday, special occasion, story, etc. The artists use digital canvases to create intricate artwork that disappears in just 24 hours. From changing the Google logo to “Topeka” on April Fool’s Day to celebrating the anniversary of Sesame Street, the Doodles find a fun way to celebrate life. To see the archive of the Google doodles, visit here.

The CBS segment brought up an interesting question, “Does altering your company’s logo (or any aspect of your company’s identity) change the way consumers view your brand?” By adjusting the Google logo, a key symbol of their brand identity, does that have a negative effect on the company’s profitability?

While opinions may vary on the subject, my belief is that in this digital age, “change” is as powerful of an action as it is profitable. The Internet and social media is changing at such a quick pace that consumers are forced to go along with it.

Now, does that mean that companies should change your logo every year? No. But it does mean that you should consider how change could impact your brand and take it to the next level. Worried about the impact? Consider the fact that Nike consistently changes the color of their signature swoosh on shoes, Saks Fifth Avenue changed their logo for an anniversary, and even Mr. Christian Louboutin himself once changed his signature red soles to blue. While you won’t see Zapwater changing our logo anytime soon, we are planning some major changes that will impact the way you see our brand. And trust me, it’s worth the wait.

Jenn Lake

Creative Director