Topic: Branding

Change In Logo Amid Covid Crisis

Posted by arian on 50 Points
Our non-profit had planned to update/change our logo and website in mid-April. This has been planned since November and everything has been ready to launch. Given the circumstances the world is in, should we continue with this now or try to wait until things are back to normal? Our non-profit helps families in need and we are in top 100 non-profits in Orange County, CA. Our concern is how this reflects with our donors and volunteers. It could be a breath of fresh air for some to have news like this, or would people not care for this type of announcement right now. The problem is we had an ad in the Orange County Business Journal that was published this past week with our new logo as a soft reveal of our new logo.
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  • Posted by Jay Hamilton-Roth on Member
    Is there anything new other than the facelift itself?
    The people that care about your organization will continue to care about you no matter the current crisis. If you can position your organization as helping to make a difference during the crisis, do so.
  • Posted by arian on Author
    Our services remain the same which is helping those in need with counseling, food, domestic violence intervention, and more. During this time the need has been great though how we deliver the services has had to change. Same mission, same vision, just a facelift.
  • Posted on Member
    Before I can answer you properly, I've some queries.
    1. What's the reason behind logo change?
    2. Is it only logo change or whole rebranding of organization? Are you trying to change or reposition the brand of your organization?
    3. For how long did your organization use the old logo?
    4. Please provide some details about the ad you published about new logo. was it a teaser? Did it create a big buzz? Did you promise new logo launch in follow up ad?
    5. Is it urgent to change the logo? Will it impact your organization negatively in any way if you postpone the new logo launch?
    6. How much marketing material will need to be redesigned to adapt to new visual identity? e.g. flyers, brochures etc.
  • Posted by arian on Author
    Thank you for the questions. Here are the answers:
    1. The reason behind the change was that we needed a refresh as the old logo was dated. We have had it for at least 12 years.
    2. This is just logo change, which will include new website. Our mission and services remain the same.
    3. We've had the old logo about 12 years
    4. The ad had the new logo, so it was not a teaser. It was part of a large annual publication that highlights the top 100 non-profits in the area. This publication is read by business professionals of all professions. Whether it created a lot of buzz is something that we will find out over time. The timing of the ad was originally going to coincide with the full launch of the logo.
    5. It isn't urgent. We planned from November and we needed a fresh look, so we can wait. The question is how long will Covid continue? If we are waiting for normalcy to return, how far out are we pushing this then? Which I know none of us know.
    6. The new website is set to go. Other marketing materials would include business cards, brochures, flyers, etc. But considering their isn't an urgency for physical material because of social distancing, most of these are not urgent.
  • Posted by mgoodman on Accepted
    My gut reaction: Make the logo change but don't make a big deal of it. Just do it and move on. And if some of the printed material has to wait 6-12 months, that's OK. Memory of the COVID19 pandemic is likely to last longer than the pandemic itself, so it isn't likely anyone will really care when/how you updated the logo.

  • Posted by Gary Bloomer on Member
    Either do it now without ANY announcement or postpone it until much later in the year.
    I'd avoid doing it with a great deal of fuss right now.

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