WHAT'S IN A NAME- LOGOS THAT EXPRESS NEW THINKING

A brand is the face of the company. It projects the various facets of a Company, its quality and the culture. Companies spend a lot of time and money in building their brand equity. The reputation of a company depends on its brand value. Brands are often symbolized by the Logos. Logos can help make or break the image of the company. Logos help the company to rise above the visual clutter and enhance brand awareness. This paper is an attempt to examine the role of logos in branding, the logic and risks behind logo redesign. The paper also focuses on why and how companies modify their logos and the reason behind it. The paper concludes with some strategies which companies opting for logo redesign may consider to ensure positive outcome