First impressions count
First impressions count....seriously!
There are lots of reasons not to change your brand logo...but there are lots of reasons why you could be changing how it is presented. Many years ago, whilst working on Oil brands, I read some research highlighting the reasons why Texaco weren't attracting women to their forecourts. Too much black and red reminded them of funerals and danger. But Texaco's brand is black and red...true...but did they have to use those colours so dramatically throughout the forecourt? By introducing white, glass and a lighter interior design Texaco were able to soften the brand image and improve the user experience. In fact they attracted more customers with a friendlier 'face'. I was lucky enough to work on this project and the results were dramatic. This highlights the power of research; reacting to the research correctly but also the importance of our brand instincts...we all knew the red and black were saturating the forecourts, we didn't act until the research confirmed this. Sometimes the solutions are obvious they just need confidence to deliver them. We cultivate this confidence at Mango to deliver pro-active design...can we use our skills to improve your first impression?