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Consider this research before redesigning your company's logo

You might want to think twice before making a change to your company's logo. Pexels

When Apple toyed with the idea of a logo change in 2003, thousands of users signed petitions attacking the idea. The company quickly realized that change was not necessarily good — and kept the iconic apple.

For most firms, a logo redesign is a way to refresh the brand, making it more alluring to new customers.

If a company does change its look, industry tradition advises, it should go round. Curvier lines and letters supposedly suggest a soothing, harmonious reality, while angles suggest just the opposite.

But research by Rice Business professor Vikas Mittal and colleagues Michael Walsh of West Virginia University and Karen Winterich of Pennsylvania State University shows that regardless of the angle, companies need to be careful about visual do-overs. In general, tolerance for new logos — angular or rounded — depends on the consumer profile. Diehard fans of a brand may find the break in their visual routine irritating. New customers, meanwhile, may or may not find the updated logo aesthetically pleasing.

To test the public's reactions to logo changes, Mittal and his team conducted three different experiments with 215 people, 62 percent of them female and 38 percent male. First, participants were shown a range of logo designs for two leading bottled waters, Dasani and Aquafina. Then they were shown logos by a professional designer who rounded out the images' lines.

Changing the logo design overall, the researchers found, created a sense of dissonance among the most highly committed consumers, who reacted negatively to the new visual information.

People who viewed themselves as more independent minded were less accepting of the rounded logos. Those who thought of themselves as more interdependent in terms of their relationship to family and friends were more likely to roll with the change.

The researchers studied their hypothesis further by recruiting 272 undergraduate students at a large university. To participants who identified as interdependent, the researchers offered the following ad copy: "Everybody's Favorite! Give your family and friends the water that makes mouths water. Dasani. It's been a family favorite for years."

For participants with an independent self-identity, the researchers presented different wording. "Your Favorite!" this ad read. "Give yourself the water that makes mouths water. Dasani. It's been a favorite for years. Today our classic water has been joined by a variety of flavored waters that are sure to please you."

Committed consumers in both groups didn't care much for the new logo. But when the design was rounded, those who identified as interdependent on family, friends and community were less resistant than those who saw themselves as more independent.

The takeaway for business: If your brand is well known, change that logo at your peril. You're likely to irk your most devoted customers. If you must change it, however, make it rounder, especially if you are a global brand. It'll take the edge off – both for consumers and for your company.

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This article originally ran on Rice Business Wisdom.

Vikas Mittal is the J. Hugh Liedtke Professor of Marketing at Jones Graduate School of Business at Rice University.

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Building Houston

 
 

From enlightening talks to anniversary celebrations, here's where you need to be in August. Getty Images

This month, Houstonians have yet another good batch of in-person and online innovation events — from Zoom panels to conferences — and you and your tech network need to know about them.

Here's a roundup of virtual events not to miss this month — like demo days, workshops, conventions, and more.

Note: This post might be updated to add more events.

August 4 — Bayou Startup Showcase

Join Rice University and the University of Houston to celebrate the launch of the newest startups from OwlSpark and RED Labs. The Eighth Annual Bayou Startup Showcase will have founders from Class 9 showcase their summer progress. Come listen to pitches, network and get a first look at Houston's newest startups.

The event is on Wednesday, August 4, at 6 pm. It's free and happening at The Cannon (1334 Brittmoore Rd). Click here to register.

August 5 — Ask-Me-Anything Event With Carin Luna-Ostaseski: Tackling Roadblocks as a Solopreneur

A Hello Alice alum and first-generation Cuban American, Carin Luna-Ostaseski has truly achieved the unexpected, launching her one-woman operation through crowdfunding and becoming one of the first Hispanic entrepreneurs in history to create a scotch whisky brand. During the virtual event, she'll answer all of your questions, offer tips on navigating uncharted territory in business, and share details on the newly launched Entrepreneurial Spirit Fund by SIA Scotch that's awarding $10,000 grants to small business owners of color.

The event is on Thursday, August 5, at 1:30 pm. It's free and happening online. Click here to register.

August 10 — FTE Show: Creating a Digitally Enabled Innovation Community that Works with Jon Lambert and Lawson Gow

The way entrepreneurial communities interact and collaborate today cannot keep pace with the ever increasing speed of innovation. What are best ways to leverage physical and virtual hub interactions to create a digitally enabled innovation community with that works? Join The Cannon Founder Lawson Gow and CEO Jon Lambert as they share specifics around what they are trying, where they are getting traction and where they are most challenged.

The event is on Tuesday, August 10, at noon. It's free and happening online. Click here to register.

August 10 — HealthTech Beyond Borders

This online event created to offer business opportunities and global collaboration focused on innovation and technology in medicine between companies in Chile and the United States. Join the International Summit to explore the future and impact of new technologies in the health sector.

The event is on Tuesday, August 10. It's free and happening online. Click here to register.

August 11 — Open Project Night: Building an Equitable, Inclusive and Resilient Houston

Impact Hub Houston is proud to bring you a monthly opportunity to come together to work on solutions for some of Houston's most pressing issues. Our city is full of changemakers across all ages, cultures, skillsets, and industries. This is your chance to conned and collaborate for the greater good.

The event is on Wednesday, August 11, at 5 pm. It's free and happening online. Click here to register.

August 11 — Women in AI USA: WaiACCELERATE 2021 Demo Day

Ethical leadership & business acceleration program, WaiACCELERAT USA, aims to bridge the gender gap in the industry and targets female innovators looking to start a business in the fields of AI, Machine Learning and Data Science. With the final Pitch Event "ACCELER-AI-TE!" organized in VR, we will celebrate 40+ impact and commercially-proof early-stage startups and their founders

The event is on Wednesday, August 11, at 6 pm. It's free and happening online. Click here to register.

August 12-13 — EVOLVE 2021: How AI is Transforming Industry

Join industry leaders from the world's largest and most innovative companies for this 2-day hybrid event featuring both technical and business presentations focused on the real-world value of Artificial Intelligence. Evolve will provide a unique, interactive experience where you will learn from and engage with thought leaders from across North America.

The event is on Thursday, August 12, to Friday, August 13. It's free and happening at Houston Marriott Sugar Land and online. Click here to register.

August 17 — Texas Startup Scene & Ask Me Anything with Wogbe Ofori

Are you an entrepreneur starting a new company? Recently moved your company to Texas? Want to find out how to connect with other entrepreneurs, mentors, and investors in the startup ecosystem? Join Capital Factory to hear an overview from experienced entrepreneurs, venture capitalists, investors, and community partners at Intro to Texas Startup Scene & Ask Me Anything. Get a chance to introduce yourself and ask any questions on entrepreneurship and other related topics.

The event is on Tuesday, August 17, at 2 pm. It's free and happening online Click here to register.

August 18 — Tips for Working with a Gen Z Intern

Ampersand CEO, Allie Danziger, will speak to business owners and founders on the benefits of hiring an intern for your growing business, and tips for managing a remote, or in person, intern. It has to be a lot more than just "getting coffee" in order to maximize the experience on both sides and Allie will talk through tips on clear communication, ideal assignments, best way to structure the relationship and more. She will answer attendees questions, live, and discuss real-life scenarios the aspiring professionals and business partners in Ampersand have faced.

The event is on Wednesday, August 18, at 11 am. It's free and happening at The Cannon (1334 Brittmoore Rd). Click here to register.

August 19 — LatinX in Tech presented by Accenture

Capital Factory is dedicated to increasing diversity in the tech community and making its co-working space an inclusive environment for people of all backgrounds and identities. Attendees can look forward to a keynote address from a serial entrepreneur or investor, insightful discussion sessions, a startup showcase pitch competition, and informative panels.

The event is on Thursday, August 19, at noon. It's free and happening online Click here to register.

August 25 — The Cannon + Dell Pitch Party

Calling all member startups that are fundraising or are planning to open a round in 2021. The Cannon has partnered with Dell to host a virtual Pitch Party. Prizes will include up to $10k in Dell Equipment and the opportunity to pitch in the winners round later this year. If you would like to learn more and be considered to pitch, please fill out the application here.

The event is on Wednesday, August 25, at noon. It's free and happening online. Click here to register.

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