Logo Logic: Why Businesses Take Risks for a Few Lines and Curves

When Jaguar dramatically unveiled its new logo last year, departing from its iconic leaping feline design, it ignited fervent discussions across the internet. This bold move was soon followed by Bentley's logo refresh, prompting yet another wave of praise, criticism, and passionate debates. Meanwhile, Xiaomi made headlines with a subtle, nearly imperceptible adjustment to its logo, reportedly costing around $300,000, a seemingly extravagant sum for such a minor change. At first glance, these redesigns appear to be mere artistic tweaks. However, a closer examination reveals that they are strategic maneuvers with significant financial implications that can shape a brand's future.

The Significance of Logos in Branding

A logo is not just a stylized graphic; it is a strategic tool that serves as a brand's visual identity, creating a lasting first impression. It conveys a brand's identity, values, and aspirations at a glance. A well-designed logo fosters trust, attracts attention, and forges emotional connections with consumers. Understanding the strategic importance of a logo empowers businesses to make informed and impactful decisions regarding their visual branding. In an era characterized by rapid digital consumption, where users scroll through social media feeds on platforms like TikTok, logos must function effectively across various mediums, including billboards, mobile apps, and websites. Consequently, even heritage brands are compelled to evolve continuously their visual identities, striking a careful balance between timelessness and modern trend awareness.

The Impact of Minor Logo Adjustments

Xiaomi (2021): The nearly invisible transition from square to subtly rounded corners in their logo reportedly came with a $300,000 price tag. This change was not merely aesthetic; it symbolized a more profound philosophical shift towards "Alive" design, which emphasizes human-centric minimalism and adaptability in digital spaces.

Google (2015): The company transitioned to a sans-serif typeface to enhance legibility across digital platforms, all while retaining its distinctive color palette. Initially perceived as "childish" by some critics, this redesign was ultimately celebrated for improving accessibility and clarity, reflecting Google's commitment to user-friendly design.

Visa (2021): By dropping the "Inc." from its logo and refreshing its blue-yellow palette, Visa signaled a move toward modernity and inclusiveness, aligning itself with its transition from a traditional card brand to a more comprehensive fintech platform.

Lessons from Logo Redesign Missteps

The experiences of brands like Gap, Tropicana, and Kraft serve as cautionary tales, highlighting the importance of understanding customer sentiment in branding. These missteps underscore the critical role of businesses being considerate and cautious when making significant changes to their visual identity, thereby emphasizing the importance of understanding their audience.

Gap (2010): The company attempted a redesign featuring a generic, Helvetica-inspired logo that alienated its loyal customer base. The backlash was swift and severe, prompting the company to revert to its original design within just one week, underscoring the importance of understanding customer sentiment in branding.

Tropicana (2009): A radically altered packaging design led to consumer confusion, resulting in a 20% decrease in sales and a loss of approximately $30 million. The new look made the product unrecognizable to consumers despite the underlying formula remaining unchanged.

Bentley (2024): In contrast to Tropicana's drastic overhaul, Bentley opted for a subtle evolution of its iconic "Flying B" logo in late 2024. The luxury automaker refined and streamlined the design for improved digital adaptability while maintaining brand recognition. Though the update sparked mixed reactions online, Bentley's careful approach preserved the essence of its heritage, successfully aligning with its broader strategy to appeal to younger, tech-savvy luxury consumers and support its Beyond100 electric vehicle roadmap.

Kraft (2009): The change to a vibrant, swirly logo was widely criticized as being "cheap" and "confusing." Kraft quickly realized the new design lacked the authority and recognition associated with its legacy branding, prompting a reversion within a year.

When Logo Changes Succeed: Iconic Branding Success Stories

Apple: Dating back to its original 1976 crest, Apple's evolution to the sleek, monochrome apple we see today reflects a consistent alignment with its branding of innovation, simplicity, and modernity. Each update has contributed to a coherent visual identity that resonates globally.

Airbnb (2014): The introduction of the "Bélo" symbol faced initial mockery but has since evolved into a powerful case study in emotional branding and community representation, effectively capturing the essence of belonging that Airbnb promotes.

Instagram (2016): The transition from a skeuomorphic camera icon to a bold gradient glyph was a risky yet visionary move that ultimately established a new standard for modern digital iconography, resonating strongly with Instragram's evolving user base.

Pepsi (2023): In a return to its iconic globe-style logo from the 1990s, Pepsi embraced bold typography after years of less cohesive design iterations. This reversion aims to restore brand recognition and consistency among consumers.

Ferrari Purosangue (2022): While the logo itself remained unchanged, its context and presentation evolved during the launch of Ferrari's first SUV. By employing logo-first messaging, Ferrari reinforced its identity in the competitive SUV market, signaling a bold entry into a new segment.

Key Takeaways for Businesses

1. A logo is a fundamental business decision, extending beyond mere aesthetics.

2. Evolution is more effective than abrupt changes; subtle transitions foster consumer understanding.

3. Simplicity and adaptability are essential qualities. A logo should work seamlessly across various formats, from large billboards to small screens.

4. Understanding consumer perception is critical. Businesses should prioritize testing, gathering feedback, and adapting their strategies accordingly.

5. Purpose drives longevity. Prevailing trends should not drive logo redesigns but a precise alignment with internal brand strategies. This approach ensures that the logo will have a lasting resonance with audiences, making businesses feel focused and strategic in their branding decisions.

How Raffles Students Prepare for Real-World Branding

At Raffles Jakarta, our business and design students are educated to see logos as strategic instruments rather than mere artistic expressions. The curriculum integrates elements of marketing, branding, psychology, and consumer behavior. This unique approach enables students to understand the profound impact of visual identity on business perception, customer loyalty, and even stock market performance. By exploring the psychological and behavioral aspects of logo design, students learn how to create logos that effectively resonate with their target audience. Students engage in hands-on experience through real-world branding projects for companies, guided by internationally experienced mentors. This involvement spans the entire process of brand storytelling, from initial concept creation to gathering and analyzing customer feedback. Many of our students have received recognition in international competitions, participated in global fashion showcases, engaged in real brand consultancy projects, and are interested in learning more.

Check out some of our alumni success stories here.

Final Thought

Your logo is the most potent aspect of your visual identity. Ensure that it is not only meaningful and strategic but also poised for future relevance.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Bentley Motors. “Bentley’s Vision of the Future Reveals New Wings.” Bentleymedia.com, Bentley Motors, 2025, www.bentleymedia.com/en/newsitem/1718. Accessed 16 July 2025.

Elliot, Stuart. “Tropicana Discovers Some Buyers Are Passionate about Packaging.” The New York Times, 23 Feb. 2009, www.nytimes.com/2009/02/23/business/media/23adcol.html.

Muhamba, V. (2021, April 1). Xiaomi charged US$300K for “new” logo design. Techzim. https://www.techzim.co.zw/2021/04/xiaomi-charged-us300k-for-new-logo-design/ou how to create your own.