Know-How Exchange : Branding

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.

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.

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.

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.

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.