In what’s actually a pretty good blog post, IMA blogger Meg Liffick compares IMA’s brand realignment to the very impressive efforts made by Coca-Cola over the years to keep the brand fresh and relevant. I’m less sure the new logo they have there does that. While it is new, it lacks basically all of the visual punch of the older one, reducing itself visually to a plane of green texture. Relevancy is nice, IMA, but don’t forget that the bigger part of a strong brand identity is maintaining recognizability and the ability to stand out. Your new text-heavy brand might end up being counter-productive in those areas. As a t-shirt or seasonal identity suppliment to your core identity I could see it working, but I’m less excited about it as a whole than the one you’re moving away from.
But that’s me. Anyone else have any feelings about the switch?