In the previous article, we talked about the importance of the logo for the brand, but let us now see the situations that can lead to a company’s logo not conveying the energy, values, colors, shapes, and, more generally, the entire ecosystem of elements that characterize it, result in a deterioration of the perception of positive values and the creeping in of elements of negativity towards the brand in the consumer.
These kinds of situations can, and very often do, generate market share losses due to negative consumer perceptions of the products or services and, more generally, of the quality and credibility of the company.
Making a logo graphically is only the beginning of a long journey that runs through the entire life of the company, brand, product or service. Once the graphic part has been realized, it needs to be turned into actual physical realization to be used and applied on products and any communication medium.
Therefore, it becomes important to take care of this physical realization of one’s logo/brand and ensure that the expected standards are maintained over time.
Sometimes seeing a small, well-crafted logo on a product that keeps its shape and colors unchanged over time can concretely convey all those principles and mental associations that strengthen and nurture trust in a brand and its products.
So to the question “How much is a faded logo worth?” the answer is that it depends on how much the brand it represents is worth, but certainly (or at least in most cases) having a look that has suffered from the passage of time, has suffered from the elements, or has simply been poorly crafted will result in a decrease in the perceived value of the brand to customers with a consequent reduction in how much they are willing to spend to purchase the related products/services.
