When a larger, mature company
undertakes an identity reevalu-
ation, it does so for a variety of
reasons. One may be that the
focus of the business or scope of
services offered has changed. Per-
haps the business is expanding
through acquisition. Sometimes,
when a new CEO or president
takes over, they think that change
is both inevitable and necessary.
Whatever the reason, the ﬁ rst
question to ask must be: does the
identity need a complete make-
over or will a simple enhance-
ment or modernization sufﬁ ce?
How much change is necessary to
revitalize a corporate identity de-
pends on several factors. Psycho-
logically, our minds are hardwired
to detect and respond to sudden
change—when something is sud-
denly new and different, we im-
mediately recognize the difference
and pay attention; conversely, slow
and incremental change is much
harder to detect. If a company
has made big changes, such as in
management or the focus of their
business, a completely revised
mark will call attention to this fact.
Sometimes, a company’s identity
becomes so static and unchanging
that it will actually fade in impor-
tance in the mind of the customer.
For this reason, companies will
periodically update their marks by
making them more dimensional or
changing the typeface.
When GoTo.com’s name could no longer be
trademarked and its business model changed,
C&G Partners was hired to reposition the
company and develop a new visual identity. The
name Overture was ultimately selected to con-
vey the fact that the company makes introduc-
tions to Web content. The two concentric “O”s
not only represent the name of the company
but also resemble a target.
Design: C&G Partners
This logo for Spirit Aerosystems, a company
that manufactures components for commercial
airplanes, is suggestive of both a star and airplane.
Rich blues associated with high-altitude ﬂ ight have
also been incorporated into the color scheme.
Design: Gardner Design
For obvious reasons, blue is a prominent color in
aviation and aerospace companies. This logo for
CitationShares, an airplane timeshare company,
incorporates a deep blue to represent the idea of
both the sky and high-altitude ﬂ ight. Stylized jet
windows shown in perspective comprise the logo
mark and suggest the idea of a jet taking off.
Design: Hornall Anderson Design Works
Provision-Complete Graphic Designer
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