Using logos in change communications
A recent question posted to the Melcrum Communicators Network, raised the issue of using logos to brand internal projects. Some say too many logos can create confusion.
Below is my reply. I believe that there are cases when a new image and identity can be a very useful tool, in particular when communicating on a major, strategic corporate change programme.
I would say it greatly depends on the context. I worked on a major change project for a multi-national company where the company identity and colours were very consistently used in their internal communications.
Our project followed a previous attempt that had been a very costly failure. So we intentionally wanted to create a very different and clearly identifiable image and logo. The project was also of considerable strategic importance so we wanted it to stand apart from other projects going on at the same time.
Given that the corporate colours at the time were dark blue and grey, which we felt were quite conservative and understated, we chose bright, bold colours (orange with dark blue text as a link back to the corporate colours) and a dynamic pattern to reflect the modern, innovative nature of our project.
That said, as a consumer of internal communications myself (in a different company), I am definitely sensitive to the notion of too many competing logos and colours. If there is logo and project name overload, I feel this can really detract from the overall message.
Nicholas
EDIT 9/11/2006: Two further points surfaced in the course of the discussion and are interesting to note.
- It is important to ensure any project identity and logo does not contradict corporate branding policies. We followed the guidelines in place and ran all our proposals by the corporate communication director for his approval.
- Be very careful about who has access to the project identity and logo. On one occasion I discovered the logo had been re-used for a different purpose with the main colour altered. We put a stop to this immediately. But it does prove that once a logo is out there it can take on a life of its own. Like a sharp knife it can be a very effective tool, but out of control it can be quite dangerous.
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Hi Nik,
This is quite a challenge in most organizations. In India, as part of the internal communications team, I am bombarded with requests for new logos and colors to differentiate projects and campaigns. It takes a great deal of effort to push back with a rationale on why a consistent ‘one company image or branding’ is vital. I am aware that Accenture ( where I worked in my previous assignment) disallows coining new names or creating icons to promote internal teams and projects. At best, the team name in plain text is allowed. Even that is run past the global brand team and naming experts.
I guess it is dependent on how each organization views its branding. Some are casual ( encouraging employee creativity), while others believe quite strongly in the opposite.
I personally believe that promoting a new program or launching a new team requires focus on the key messages and internal branding nomenclature. Confusing names and icons can clash with the overall internal branding effort.
Thanks for your comment Aniisu.
I think your reply raises the point that there may not be one solution. It greatly depends on context and reasons/objectives associated with this new identity.
My experience shows that in an environment with a very stable and well established brand a logo and project identity made sense because we were implementing a far-reaching change of major strategic importance to the business.
In other contexts, it will be more important to fit into the “one company image or branding” mindset.
Above all, I think this highlights the need for the consultant to be in tune with a companies communication environment and the strategy being followed by the Director of Communications.
Hi Nicholas,
It was good to read your blog as it is very informative, specially for a novice like me.
All i can say is that in my five months experience i have learned that its - consistency and innovation, for any leading organisation, that can help maintain its corporate social image.