Branding Basics… Should you “Google-ize” Your Logo for the Holidays?

The mantra in branding has always been consistency, consistency, consistency. But of late, I’ve been asked about logo updates, thanks in large part to the ever changing look of the iconic Google logo. Google will update their brand image for holidays, important events and historic anniversaries. Recently they had the Sesame Street characters adorning their famed font face. So is this something your company should undertake?

The answer is maybe yes… and most likely no.

The maybe yes answer depends on the amount of repeat customers you have. If your client base is a die-hard following of loyal customers, then it might be beneficial to dress up your logo (assuming it’s done tastefully) to create a little flair. And on a web site, it demonstrates that someone is paying attention, making updates, and taking action to keep things current.

The answer is most likely no, if you have an ever changing client base, or are continually reaching out to new customers. If they haven’t seen the original logo, how are they going to “get it” when you make a twist on it? It’s like telling a joke that plays off another joke. You have to know the first one to get the second one. And it’s easy to overestimate how well established your logo has become, (mainly because you see it everyday.)

So if you have a well known, iconic brand that serves a steady audience, then by all means have some fun and “Google-ize” your logo for the holidays. But for most businesses, it’s better to stay the course and build steady brand awareness.