Wednesday, September 11, 2019

Think Twice--or even Thrice--Before Changing Your Logo

What says "we're about Latin" b
In branding news today, a story from the "if-it-ain't-broke-don't-waste-money-to-fix-it" file... Venerable Boston Latin School--America's oldest public school--unveiled a redesigned logo that features... nec Latine ("no Latin" if you forgot your high school Latin.) TGraphicDetails, says the new logo "shows the uniqueness of the school in a more sleek, modern, media-ready format," adding, "The prominent placement of the 1635 founding date on top of the shield (as an) important feature signifying the unique status of the school in U.S. history. The radiating lines provide visual interest and reaffirm BLS as a beacon of opportunity in education." The radiating lines design feature is fairly standard in higher ed logos and brands. Its popularity dulls its appeal. By comparison, BLS' "old school" logo is authentic and unique. The prominence of Roman numerals and Latin connects to tradition far more effectively than this sleek, modern logo.
The history of
branding offers infinite examples of "just because you can, doesn't mean you should." Boston Latin School's logo change fits right in.
While researching this article, I noticed that many of Boston Latin School's #socialmedia outlets don't feature the new logo. (#ProTip: If you MUST change your logo, make sure your #socialmedia--indeed, all your print and digital collateral--reflect the new logo before you announce the change publicly.)