Rebranding – Loss of Identity vs. Invigoration

CNN Money has an interesting article (link here) regarding several companies’ attempts to invigorate their image by using new logos. Some have succeeded (e.g. Apple) and some, well, not so much (e.g. Xerox). Although re-branding is a bit of a gamble with consumers, having a strong word mark as a fall-back measure reduces the risks.

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