The logo reflects on the company’ profile, and subsumes its identity. Very often a company is not known for its name, but for its logo first and only later does name recognition start. A well designed logo captures peoples imagination and their eye, and frequently is much more likely to stick in the memory than a good name, because pictures are worth a thousand words, after all.

Changes that occur in the life of a company- like a change of name or logo- frequently beg the question: how will this affect what our target audience thinks of us?
Uber and Instagram have just recently refreshed their logos. In their case, the change n logo did not bring about a discernable difference, they did not lose fan base or service, the worst was that perhaps we needed a few extra days for our eyes and brains to get used ot the new logo, when searching for their app.

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