Business Tips: The Logo Simplification Trend is the Manifesto of Eco-friendliness



The simpler the better?

Did you know that many brands changed their logos lately? Such as BMW, VW, and Nissan in the automotive industry, for example. It is the mainstream to make it simpler. Speaking of simplification, the most famous example would be Starbucks. When the brand was launched, the scales of the mermaid were depicted one by one. Now, the scales were abstracted into wavy lines, and even the brand name was removed. One of the reasons for the simplification trend is said to be a reaction against the old days when companies tried to dress them up with ornate and decorative logos. Now, the simpler the better?

A focused intention or not

Another reason for the simplification trend, which is considered as the biggest one, is good visibility in digital devices. This sounds also reasonable because most people access information mainly from their digital devices, but simplification doesn’t always work. The famous failure case is the logo change of Tropicana. By simplifying the original logotype in a tropical style and also the original symbol mark (the orange with the straw), their advantage (the brand image of freshness, 100%, etc.) was lost. The sales dropped by 20%, and Tropicana decided to return to its original logo only in one month. The point seems to be if a logo change has a focused intention or not.

A dining set: a dining table of a natural color tabletop and gray legs; four dining chairs upholstered with white leather.

Now, some of you who know our logo change made recently may be a bit worried about us, assuming we’ve just followed the trend. Of course, it’s the market that will finally judge if it is accepted or not, but there is a focused intention in our logo change, at least.

The old one consists of a serif-font letter in a red box. It was developed when we decided to expand our business into the US market. The red color comes from the Japanese national flag. It was a kind of manifesto: “From Japan into the world market” Even now, it’s still one of our important goals to become an international brand, but nowadays, another one emerges as more important: eco-friendliness. It is a natural consequence for us, a wooden furniture manufacturer, using a gift from the forest. The new company color (deep green) expresses the forest around the company in Hokkaido. The symbol mark is an oak tree composed of C and H, the initial letters of Conde House. I hope you will like it!

Shungo Ijima

He is travelling around the world. His passion is to explain Japan to the world, from the unique viewpoint accumulated through his career: overseas posting, MBA holder, former official of the Ministry of Finance.

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