{"id":18429,"date":"2018-12-20T10:36:24","date_gmt":"2018-12-20T10:36:24","guid":{"rendered":"https:\/\/codewebbarcelona.com\/por-que-cuesta-cambio-de-logotipo-empresas\/"},"modified":"2026-04-20T21:02:53","modified_gmt":"2026-04-20T21:02:53","slug":"why-logo-change-is-hard-for-companies","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/en\/blog\/why-logo-change-is-hard-for-companies\/","title":{"rendered":"Why Is It So Hard for Companies to Change Their Logo?"},"content":{"rendered":"<p>Have you ever landed an exciting project, only to discover the company\u2019s logo is a disaster?<\/p>\n<p>You\u2019re tasked with designing and developing a new website, for example, and you realize the logo is going to ruin the whole thing. Why? Because it\u2019s just plain awful.<\/p>\n<p>The truth is, if we can understand the reasons why a big company is likely to hit us with a hard \u201cno,\u201d we might just find a way in\u2014a chance to persuade them otherwise.<\/p>\n<p>In this article, we\u2019ll explore why companies are so resistant to changing their logo, the most common objections, and how to address them.<\/p>\n<h2>Why is it so hard for companies to accept a logo redesign?<\/h2>\n<h3>\u201cMy logo is great and doesn\u2019t need any changes\u201d<\/h3>\n<p>When it comes down to personal taste, you\u2019re up against a tough wall. <\/p>\n<p>Often, even those leading the company or heading up marketing lack a real sense of graphic design, branding, or logo aesthetics.<\/p>\n<p>So, you need to tread carefully\u2014this is tricky territory. Losing a major project over a minor sticking point is a shame. Sometimes, it\u2019s best to close the deal first and, once the project is underway, gently raise the question: \u201cSo, what should we do about this?\u201d\u2014all in client-friendly language, of course.<\/p>\n<p>Roll up your sleeves: take their existing logo and run a thorough audit.<\/p>\n<ul>\n<li>Competitor analysis<\/li>\n<li>Company analysis<\/li>\n<li>Market analysis<\/li>\n<li>Logo analysis<\/li>\n<\/ul>\n<p>Present your findings to the client, highlighting the aesthetic and strategic needs of their logo. From there, the responsibility for sticking with the current logo is theirs.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-2296\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2018\/12\/resizer.jpg\" alt=\"\" width=\"980\" height=\"550\" \/><\/p>\n<h3>\u201cWe don\u2019t have the budget for a new logo\u201d<\/h3>\n<p>Another common objection is the ever-present budget excuse.<\/p>\n<p>This can go either way\u2014maybe they genuinely don\u2019t have the funds, or maybe they\u2019re just stalling instead of giving a straight \u201cno.\u201d<\/p>\n<p>Either way, it\u2019s up to us to explain the value of an updated image.<\/p>\n<p>It\u2019s a simple investment case: invest in your brand image, gain visibility, and from there, recoup your investment and see real returns.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-2295\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2018\/12\/Hobo-hobo-with-a-shotgun-27423428-1920-1080.jpg\" alt=\"\" width=\"980\" height=\"551\" \/><\/p>\n<h3>\u201cI\u2019m afraid\u201d<\/h3>\n<p>Fear is irrational, so we need to handle this one with care.<\/p>\n<p>We can\u2019t dismiss a company\u2019s fear that a change might make things worse, or that customers might stop recognizing the brand if the old, familiar (even if unattractive) logo disappears.<\/p>\n<p>We have to put ourselves in their shoes, show that we\u2019re listening, that we understand their concerns and fears.<\/p>\n<p>Once they feel heard and start to relax, we can help them see that the real risk is sticking with that outdated logo.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-2297\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2018\/12\/Annex-Chapman-Ben-Creature-From-the-Black-Lagoon_01.jpg\" alt=\"\" width=\"980\" height=\"1248\" \/><\/p>\n<h3>Conclusions:<\/h3>\n<p>Now we know the main reasons why big companies resist changing their old logos\u2014and we have some strategies for responding to those objections.<\/p>\n<p>In business, being quick on your feet is the difference between winning and losing. It\u2019s an evolutionary trait that\u2019s still very much with us.<\/p>\n<h3>References:<\/h3>\n<p>The images in this article are inspired by classic films: the first is from David Lynch\u2019s \u201cThe Elephant Man\u201d (1980), followed by \u201cHobo with a Shotgun,\u201d and \u201cCreature from the Black Lagoon.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Have you ever landed an exciting project, only to discover the company\u2019s logo is a disaster? You\u2019re tasked with designing and developing a new website, for example, and you realize the logo is going to ruin the whole thing. Why? Because it\u2019s just plain awful. The truth is, if we can understand the reasons why [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1940,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[134],"class_list":["post-18429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-disseny-grafic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfPor qu\u00e9 les cuesta tanto hacer un cambio de logotipo a las empresas?<\/title>\n<meta name=\"description\" content=\"Vamos a analizar el comportamiento de las empresas y las claves que nos ayudar\u00e1n a desvelar los motivos y las soluciones a esta importante pregunta.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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