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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

 
 

Seven startups walked away with cash prizes from this year's MassChallenge accelerator program in Houston. Photo via Getty Images

MassChallenge named its winners of its 2020 accelerator at a virtual event on October 22. The program awarded a total of $200,000 in equity-free prizes across seven startups from its second Houston cohort.

This year's program took place completely virtually due to the pandemic. Already, the 56 startups involved in the cohort have raised $44.4 million funding, generated $24 million in revenue, and created 297 jobs, says Jon Nordby, managing director of MassChallenge Texas in Houston, in a news release.

"This has been a year full of change, to say the least," he says. "But startups thrive in uncertain times — because they can move fast and remain agile, they are able quickly meet each new need that arises. I'm extremely proud of the startups in our 2020 cohort — during the course of the program, they've pivoted, adjusted, and evolved in order to grow their businesses."

The startups that won across the Houston cohort included Houston-based PATH EX Inc., which won the $100,000 Diamond Award, is focused on the rapid diagnosis and treatment of sepsis through an unique pathogen extraction platform.

Four companies won $25,000 Gold Awards:

  • Healium, based in Columbia, Missouri, is an extended reality device created for self-management of anxiety.
  • Ozark Integrated Circuits Inc., based in Fayetteville, Arkansas, specializes in problem solving using technology and software in the harshest environments – from jet engines to earth orbit.
  • PREEMIEr Diagnostics, based in Southfield, Michigan, created a way to identify which premature infants need an adjustment to their glucose levels to prevent them from losing vision.
  • Scout Inc., based in Alexandria, Virginia, is developing the first commercial in-space satellite inspection service.

Two companies won the Sidecar Awards, securing each a $25,000 Innospark Artificial Intelligence Prize.

  • Articulate Labs, based in Dallas, makes mobile, adaptive devices to help knee osteoarthritis and knee replacement patients rehabilitate on the go during everyday activity.
  • Houston-based Starling Medical has tapped into tech to optimize urinary catheter for patients with neurogenic bladder dysfunction.
The Houston Angel Network awarded Ozark Integrated Circuits their prize of $50,000.
"The progress these entrepreneurs made in just a few months has all of the hope, drama, anticipation, and optimism of seeing dawn break after a particularly difficult night," says Wogbe Ofori, Principal at 360Approach and a MassChallenge mentor, in the release. "It's fulfilling, actually, and makes me proud to be a MassChallenge mentor."
The seven startups were awarded alongside 27 other startups from this year's Austin, Boston, and Rhode Island accelerators at the virtual event. The event was hosted by Chris Denson of Innovation Crush, and featured a fireside chat between Arianna Huffington, founder and CEO of Thrive Global, and Linda Pizzuti Henry, managing director at the Boston Globe.
Earlier this fall, MassChallenge named its 10 startup finalists, whittled down from 56 from 13 countries and 13 states to its first-ever virtual accelerator, which began in June.

"In the face of great uncertainty, MassChallenge Texas in Houston charged forward and did exactly what they ask their startups to do: love the problem," says Houston Mayor Sylvester Turner in the release. "The successful pivot to virtual is a testament to the strength of their global community and the motivation of the Houston ecosystem to get behind new ideas and create businesses that will set roots and grow here.

"As one of the most innovative cities, Houston is a place where startups can thrive – even in the midst of a pandemic. Programs like MassChallenge provide the best practices and networks to ensure startups get the access they need to create sustainable businesses and lasting change."

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