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For Post-Merger Takeoff, a Logo Needs Lift

Stocks in this article: AMR UAL DAL LCC

Testing the individual worth of specific elements of the legacy logo along with new logo concepts helps to maximize the value of the new logo upon launch. It is clear that if a company is able to predict that the combination of certain elements will allow them to launch into the market at point C, rather than point A, they will recoup their redesign costs more quickly.

Preserving and evolving specific parts of the logo helps retain familiarity with audiences and facilitates the transfer of goodwill from the old logo to the new one. By methodically dividing brand identities into their most meaningful components and scientifically measuring their relative value among key stakeholders, companies reduce the risks associated with simply relying on "gut feeling" or post-hoc concept testing when choosing a new logo direction.

If the business environment in which your company operates is changing and a logo change is an imperative part of your strategy, don't rely on anecdote alone to decide how to redesign your identity. Proper research and testing ensures your new logo will maintain the assets deemed most important to your audience, and that your bottom line will get the lift it needs more quickly and cost effectively.

Ellen Sluder is CoreBrand's Director of Business Development. She received her MBA from MIT Sloan School of Management and has a background in brand strategy and development from both agency and client-side perspectives. Prior to joining CoreBrand, she was Head of Marketing and Business Development for Fleet Aviation, a charter flight company headquartered in the New York City metro area.

Neil Wieloch, Ph.D., is a Research Director at CoreBrand where he leads custom quantitative and qualitative research projects that drive brand communications strategies for business growth. Neil's brand research expertise is built on a decade of advanced academic training, research, teaching and publishing in the rigors of qualitative and quantitative methodologies for the social and behavioral sciences; five years' strategic consulting experience; and six years' branding, marketing and advertising management experience.

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