You may have noticed the change in the Bullpen logo this year. As much love and respect as we have for the game of baseball (hence the bullpen reference) it was time to move on to something different while accessing areas for improvement. For instance, the way the old logo was laid out made it unclear to some that the name was comprised of 2 words, not one word bunched together. The narrow, horizontal shape was also sometimes limiting when it came to smaller imprint areas. Also, we wanted to move away from baseball analogies, so the flaming baseball would no longer serve a purpose. And finally, it was just about that time to freshen the brand, launch a new website (coming soon!), and get a little bit more sophisticated. And besides, it gives us an opportunity to write a blog post on the topic—logos ARE our business! Speaking of blog post…

Logos are a key identifier of a brand. Customers know to look for it when shopping and need nothing more than to see the mark before the involuntary action of picking it up and placing it in their cart overpowers them. If you’re extremely lucky, you begin with a classic and timeless design such as Coca-Cola, which has been essentially the same since 1915. If you’re SOL, your logo has gone through more changes than Sally Field’s character in the movie Sybil and still remains not quite right. (Cough, cough…Pepsi)

Of course we’re not trying to suggest that changing your logo is a bad thing. It’s actually a natural and organic progression and development of a brand. Logos, from their very creation, go through life stages. Some grow up, some get let loose, some develop partnerships, and hell, some even die. Of course, no matter the change, it has to follow some sort of rhyme or reason. Don’t make your logo graduate college if it should still be playing in the jungle gym. (Way to ruin my childhood memories…Nickelodeon.)

Logo redesign is pretty similar to introducing a new girl- or boyfriend to your parents. The parents in this case would be your customers, and the significant other would be your logo. You wouldn’t skip several steps, elope in Vegas with Junior (a bum you found on a street corner, decided you liked the way he looked and gave him a try) and hope for the best when he meets mom and pop. That relationship would end faster than a high school boy’s first sexual encounter.  (Here’s looking at you… Tropicana.)

In short when it comes to redesigning your logo, sit down, relax, have a cold Pepsi. Then pick up the phone to call Bullpen. We know it’s not an easy process. Let us come up with a new design solution and lets your logo evolve together with your brand.

Tags: Bullpen Marketing, Logo Design, Promotional Ideas

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