When Microsoft launched its new operating system Windows 8 couple months ago, the world’s attention wasn’t only to the new product but also the fact that on the same event, Microsoft was introducing the new logo microsoft that already unveiled to public months before the event. It was huge news because this is the first time Microsoft changed its logo in 25 years. We all know that corporate logo is huge part of brand image and corporate identity. It created a big question how Microsoft dares to take huge risk by changing its highly popular identity.
As a matter a fact, Microsoft isn’t the only big corporations that ever change its corporate logo. Many corporations including big corporations have their corporate logo design evolved. Most of iconic logos we know today are very different from the original design they were. We have lots of example from Apple to Starbucks, from Intel to Xerox. For big corporation with long years of tradition, it seems difficult to understand their intention. Logo design evolution is part of corporate evolution. It is a fact we can’t deny. Every company should be able to meet the current business environment and the current market. Re-branding with new logo design accentuates how the brand and the company have been evolved to meet the current condition.
Changing popular and iconic brand or corporate logo is a huge project and every company realizes what kind of risks they are facing with this decision. That’s the reason why many companies eager to spend huge budget, we are talking about millions of dollar, to make even the slightest change on the logo. The budget spent not only for the art work, but more importantly the research, design process, and re-branding campaign.