{"id":45214,"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":"2026-06-10T08:02:44","modified_gmt":"2026-06-10T08:02:44","slug":"pourquoi-changer-logo-entreprises-difficile","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/fr\/pourquoi-changer-logo-entreprises-difficile\/","title":{"rendered":"Pourquoi est-il si difficile pour les entreprises de changer de logo ?"},"content":{"rendered":"<p>Vous est-il d\u00e9j\u00e0 arriv\u00e9 de recevoir un projet prometteur, mais de d\u00e9couvrir que le logo de l\u2019entreprise est tout simplement catastrophique ?<\/p>\n<p>On vous confie la cr\u00e9ation et le d\u00e9veloppement d\u2019un site web, par exemple, et vous r\u00e9alisez que le logo va ruiner l\u2019ensemble du projet. Pourquoi ? Parce qu\u2019il est tout simplement affreux.<\/p>\n<p>Si l\u2019on comprend les raisons pour lesquelles une grande entreprise nous oppose un refus cat\u00e9gorique, on peut alors tenter de trouver une faille pour la convaincre.<\/p>\n<p>Dans cet article, nous allons explorer pourquoi il est si difficile pour une entreprise d\u2019accepter de changer de logo, les raisons du \u00ab non \u00bb et comment y r\u00e9pondre.<\/p>\n<h2>Pourquoi est-il si difficile d\u2019accepter un changement de logo en entreprise ?<\/h2>\n<h3>Mon logo est \u00ab canon \u00bb, il n\u2019a pas besoin de changement<\/h3>\n<p>D\u00e8s qu\u2019on touche \u00e0 la question du go\u00fbt, la bataille s\u2019annonce compliqu\u00e9e : on se heurte souvent \u00e0 un mur.<\/p>\n<p>Il n\u2019est pas rare que les dirigeants, voire les \u00e9quipes marketing, manquent de sens esth\u00e9tique en mati\u00e8re de design graphique, de branding ou de cr\u00e9ation de logos.<\/p>\n<p>Il faut donc aborder ce sujet avec beaucoup de tact, car c\u2019est un terrain glissant. Perdre un gros projet \u00e0 cause d\u2019un simple point de d\u00e9saccord serait dommage. Parfois, il vaut mieux conclure le contrat, puis, une fois le projet lanc\u00e9, soulever la question : \u00ab Et ce logo, on en fait quoi ? \u00bb, mais toujours en adaptant le discours au langage client-designer.<\/p>\n<p>Alors, retroussons nos manches : on prend le logo existant et on r\u00e9alise un audit.<\/p>\n<ul>\n<li>Analyse de la concurrence.<\/li>\n<li>Analyse de l\u2019entreprise.<\/li>\n<li>Analyse du march\u00e9.<\/li>\n<li>Analyse du logo.<\/li>\n<\/ul>\n<p>On pr\u00e9sente ensuite cet audit au client pour lui faire prendre conscience des besoins esth\u00e9tiques et des autres enjeux li\u00e9s \u00e0 son logo. \u00c0 partir de l\u00e0, la responsabilit\u00e9 de conserver le logo actuel lui revient.<\/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>Pas de budget pour le logo<\/h3>\n<p>L\u2019autre raison fr\u00e9quemment invoqu\u00e9e, c\u2019est l\u2019\u00e9ternelle excuse budg\u00e9taire.<\/p>\n<p>C\u2019est une porte \u00e0 double battant : il se peut qu\u2019il n\u2019y ait vraiment pas de budget, ou bien qu\u2019on cherche simplement \u00e0 gagner du temps sans oser dire non.<\/p>\n<p>Quoi qu\u2019il en soit, il faut expliquer l\u2019importance d\u2019une image de marque actualis\u00e9e.<\/p>\n<p>C\u2019est une question d\u2019investissement : investir dans son image, c\u2019est gagner en visibilit\u00e9, et donc pouvoir rentabiliser cet investissement et g\u00e9n\u00e9rer des b\u00e9n\u00e9fices.<\/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>J\u2019ai peur<\/h3>\n<p>La peur est irrationnelle, il faut donc avancer avec pr\u00e9caution.<\/p>\n<p>On ne peut pas prendre \u00e0 la l\u00e9g\u00e8re la crainte des entreprises : peur que le changement soit n\u00e9gatif, que les clients ne reconnaissent plus la marque \u00e0 travers ce vieux logo, aussi laid soit-il.<\/p>\n<p>Il faut se mettre \u00e0 leur place, leur montrer qu\u2019on les \u00e9coute, qu\u2019on comprend leurs inqui\u00e9tudes.<\/p>\n<p>Une fois la confiance install\u00e9e, on peut leur faire comprendre que le vrai risque, c\u2019est de conserver ce 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>Nous connaissons d\u00e9sormais les principales raisons pour lesquelles une grande entreprise refuse de changer son ancien logo, et nous avons quelques pistes pour r\u00e9agir face \u00e0 ce refus.<\/p>\n<p>Dans le monde des affaires, savoir rebondir fait souvent la diff\u00e9rence entre succ\u00e8s et \u00e9chec : c\u2019est un r\u00e9flexe \u00e9volutif encore bien pr\u00e9sent dans nos g\u00e8nes.<\/p>\n<h3>R\u00e9f\u00e9rences :<\/h3>\n<p>Les images de cet article rendent hommage au cin\u00e9ma : la premi\u00e8re est tir\u00e9e du classique \u00ab Elephant Man \u00bb de David Lynch (1980), \u00ab Hobo with a Shotgun \u00bb et \u00ab L\u2019\u00c9trange Cr\u00e9ature du lac noir \u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous est-il d\u00e9j\u00e0 arriv\u00e9 de recevoir un projet prometteur, mais de d\u00e9couvrir que le logo de l\u2019entreprise est tout simplement catastrophique ? On vous confie la cr\u00e9ation et le d\u00e9veloppement d\u2019un site web, par exemple, et vous r\u00e9alisez que le logo va ruiner l\u2019ensemble du projet. Pourquoi ? Parce qu\u2019il est tout simplement affreux. Si [&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":[494],"class_list":["post-45214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-graphique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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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