Logos and delivering on the promise

I’ve just sent feedback to a Advanced Certificate student on her critique assignment that was inspired by the fact that her company didn’t understand that corporate identity was about more than a new logo.

There’s a great example in this in relation to car company Chrysler which has marked a change of ownership by reviving its old logo.

Of course, like the , the announcement of the change contained the usual ridiculous design-speak:

The original Pentastar had five triangles which floated independently in a pentagon shape, broken by a five-pointed star in the middle.

The new Pentastar, with some changes by Trevor Creed, Senior Vice President — Design, conveys strength and precision by fusing the ends of the five triangles to enclose the star and complete the pentagon.”

Again, the new logo seems to have been the focus of the “news” – I understand how executives find it easy to get excited about an obvious visual change, and a new logo is a simple way of marking the new ownership.

But as they will now need to prove that creating a corporate identity, let alone establishing a positive image for “New Chrysler” will require some strong public relations, not least with the internal audiences – whose support is vital.

As , the man behind some of the world’s lasting brand identities,  put it:

“Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.”

Delivering on whatever promise the company believes is evidenced by the new logo will be the real success of the corporate identity change.

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.

2 thoughts on “Logos and delivering on the promise”

  1. “Delivering on whatever promise the company believes is evidenced by the new logo will be the real success of the corporate identity change.”


    You pick up on what I have observed as well with regard to clients.

    Executives getting excited about obvious visual change in order to deflect the question; will we be able to deliver on the promises we are making?

    Good post.

    Keep creating,

  2. Thank you. In this case, I can see how making some visual changes help signal a change, but very often organisations conceive a new “brand identity” rather than thinking through all the other elements that may need to change.

    In such cases, I’d counsel to start a process of change first – and then you’ve got some really good evidence to talk about, not just a pretty new logo.

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