In today’s post we look at famous companies that dramatically changed their logos and discuss the importance for insurance agencies to adapt to changing times by changing their image. 
Nobody can deny that a great logo is key to every company’s success. It serves as a visual representation of the business that people can recognize. For start-up businesses, one of the longest and most difficult tasks is coming up with a logo that not only embodies the company’s personality, but also persuades the public of its strong potential for growth. Business owners want to give a good first impression of their product and brand. Unfortunately, most business owners get too attached to their original logo and are reluctant to change as the company grows. It is essential to adapt your insurance agency’s image to changing times in order to remain appealing to your customers. Global companies such as Nike, Coca-Cola and Google have all made small adjustments to their iconic logos over the last century and this has revitalized interest in their brand. Nevertheless, the companies that took the risk and made dramatic changes to their logos benefitted the most. We will take a look at two of the biggest success stories.
The first thing everyone thinks about when they hear the word logo is the famous McDonald’s Golden Arches logo. Everyone from the four corners of the world instantly recognizes this symbol and it represents much more than just fast food. However, when McDonald’s first started in the 1940s, it relied on a tubby chef called Speedee to promote its ‘Speedee Service System’. It was not until 1961 that the first iteration of the Golden Arches logo was created. It was designed by Jim Schindler and was inspired by the iconic architectural arches flanking each McDonald’s restaurant, which formed the letter ‘M’. Heye & Partner GmbH brought the logo up to date in 2003 with stripped back shiny yellow arches.
Apple’s logo is also hugely successful but it took many years to develop. The first Apple logo was created by Ronald Wayne, a founder of Apple, and appeared in 1976 but it looked like something from the 17th century. It featured Isaac Newton resting under an apple tree and was accompanied by the inscription: “Newton … A Mind Forever Voyaging Through Strange Seas of Thought … Alone.” Graphic designer Rob Janoff updated the company’s image with the rainbow logo. According to Janoff, the “bite” in the Apple logo was originally used so that people would know that it was an apple, and not a tomato. It was Steve Jobs who insisted on using a colorful logo in an effort to “humanize” the company. He changed his mind in 1998 when he gave the logo a more modern monochromatic look.
It is evident from these two examples that every business, large or small, must put in the time and effort necessary to make their logo more current. Massive insurance agencies such as North Star Mutual and Anthem have built an empire out of their iconic logos. You cannot afford to get left behind with an outdated logo. We attract clients through two primary sources. The first is referrals from existing clients. The second is through our electronic marketing efforts. Once a potential client contacts us, the first thing I do is to look at their website. It seems like my impression is usually that the websites look stale and old. Potential clients are largely impacted by the appearance of the website and logos. If you haven’t updated the look of the website in the last few years, you should give it another look. We would be happy to give you our impression of your website and provide you with counsel on any other facet of your agency.
