Is it Wise to Re-design Your Logo? – Analyzing Cadillac’s New Logo Re-design

Cadillac’s new crest logo is yet another step in a long line of evolution for the luxury American car manufacturer. The word ‘Cadillac’ has long been synonymous with ‘luxury’ – in fact almost everyone has heard the phrase “it’s the Cadillac of the (fill in the blank) industry.” So, most people are familiar with the name Cadillac, but if they asked you what the Cadillac logo looks like would you be able to describe it? Could you draw it if you were asked to? I think most people would agree that they would not be able to do so.

So that brings us to the current iteration of the Cadillac brand. The new logo unveiled January 2014 shows a shorter, longer version of the Cadillac crest. Also, most notably, gone are the leaves, or wreath, that used to wrap around the crest. The new logo has also been given more visual depth, showing each colored panel insert being ‘set back’ into the crest. It also includes a more highly polished chrome effect.

As you can see in the image, the Cadillac logo has been changed multiple times over the life of the brand. So that brings us back to the original question:

Is it wise to re-design your logo?

In some circumstances it can be a great idea to re-design your logo. For example, if your brand is changing directions, then it’s probably a good idea to have your new logo reflect your new direction. If you simply want to change your logo every year because you feel like it, then you need to really weigh the costs and consequences. The costs to rebrand can be very heavy when you account for the costs of the logo redesign itself (whether it’s handled through an agency or handled internally), the printing of new materials, changing your website, and all related marketing materials to promote your new brand.

Also, one of the biggest consequences of rebranding can include customer confusion. The last thing you want is for your customers to lose faith in your brand or to think your brand has changed ownership. Change can be scary for consumers, so you want to do everything you can to put them at ease, and re-train their minds to remember your new logo and what it represents. I think Cadillac’s new logo is sharp and clean, we’ll see if it can stand the test of time.

Weigh in and let us know what you think.

Cadillac Press Release.