Consider this research before redesigning your company's logo

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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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5 Rice University-founded startups named finalists ahead of prestigious pitch competition

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Five student-founded startups have been named finalists for Rice University's prestigious pitch competition, hosted by Rice University’s Liu Idea Lab for Innovation and Entrepreneurship later this month

The teams will compete for a share of $100,000 in equity-free funding at the H. Albert Napier Rice Launch Challenge (NRLC), a venture competition that features Rice University's top student-founded startups. The competition is open to undergraduate, graduate, and MBA students at Rice.

Finalists will pitch their five-minute pitch before the Rice entrepreneurship community, followed by a Q&A from a panel of judges, at Rice Memorial Center Tuesday, April 22.

The first-place team will receive $50,000 in equity-free funding, with other prizes and awards ranging from $25,000 to $1,000. Apart from first-, second- and third-place prizes, NRLC will also name winners in categories like the Outstanding Achievement in Artificial Intelligence Prize, the Outstanding Achievement in Climate Solutions Prize, and the Audience Choice Award.

Here are the five startups founded by Rice students are heading to the finals.

Haast Autonomous

Haast Autonomous is building unmanned, long-range VTOL aircraft with cold storage to revolutionize organ transport—delivering life-saving medical supplies roof-to-roof faster, safer, and more efficiently than current systems.

Founders: Jason Chen, Ege Halac, Santiago Brent

Kinnections

Kinnections' Glove is a lightweight, wearable device that uses targeted vibrations to reduce tremors and improve motor control in Parkinson’s patients.

Founders: Emmie Casey, Tomi Kuye

Labshare

Labshare is an AI-powered web app that streamlines lab inventory and resource sharing, reducing waste and improving efficiency by connecting neighboring labs through a centralized, real-time platform.

Founders: Julian Figueroa Jr, John Tian, Mingyo Kang, Arnan Bawa, Daniel Kuo

SteerBio

SteerBio’s LymphGuide is a patented, single-surgery hydrogel solution that restores lymphatic function by promoting vessel growth and reducing rejection, offering a transformative, cost-effective treatment for lymphedema.

Founders: Mor Sela Golan, Martha Fowler, Alvaro Moreno Lozano

Veloci

Veloci Running creates innovative shoes that eliminate the trade-off between foot pain and leg tightness, empowering runners to train comfortably and reduce injury risk.

Founders: Tyler Strothman

Last year, HEXASpec took home first place for its inorganic fillers that improve heat management for the semiconductor industry. The team also won this year's Energy Venture Day and Pitch Competition during CERAWeek in the TEX-E student track.

Dow aims to power Texas manufacturing complex with next-gen nuclear reactors

clean energy

Dow, a major producer of chemicals and plastics, wants to use next-generation nuclear reactors for clean power and steam at a Texas manufacturing complex instead of natural gas.

Dow's subsidiary, Long Mott Energy, applied Monday to the U.S. Nuclear Regulatory Commission for a construction permit. It said the project with X-energy, an advanced nuclear reactor and fuel company, would nearly eliminate the emissions associated with power and steam generation at its plant in Seadrift, Texas, avoiding roughly 500,000 metric tons of planet-warming greenhouse gas emissions annually.

If built and operated as planned, it would be the first U.S. commercial advanced nuclear power plant for an industrial site, according to the NRC.

For many, nuclear power is emerging as an answer to meet a soaring demand for electricity nationwide, driven by the expansion of data centers and artificial intelligence, manufacturing and electrification, and to stave off the worst effects of a warming planet. However, there are safety and security concerns, the Union of Concerned Scientists cautions. The question of how to store hazardous nuclear waste in the U.S. is unresolved, too.

Dow wants four of X-energy's advanced small modular reactors, the Xe-100. Combined, those could supply up to 320 megawatts of electricity or 800 megawatts of thermal power. X-energy CEO J. Clay Sell said the project would demonstrate how new nuclear technology can meet the massive growth in electricity demand.

The Seadrift manufacturing complex, at about 4,700 acres, has eight production plants owned by Dow and one owned by Braskem. There, Dow makes plastics for a variety of uses including food and beverage packaging and wire and cable insulation, as well as glycols for antifreeze, polyester fabrics and bottles, and oxide derivatives for health and beauty products.

Edward Stones, the business vice president of energy and climate at Dow, said submitting the permit application is an important next step in expanding access to safe, clean, reliable, cost-competitive nuclear energy in the United States. The project is supported by the Department of Energy’s Advanced Reactor Demonstration Program.

The NRC expects the review to take three years or less. If a permit is issued, construction could begin at the end of this decade, so the reactors would be ready early in the 2030s, as the natural gas-fired equipment is retired.

A total of four applicants have asked the NRC for construction permits for advanced nuclear reactors. The NRC issued a permit to Abilene Christian University for a research reactor and to Kairos Power for one reactor and two reactor test versions of that company's design. It's reviewing an application by Bill Gates and his energy company, TerraPower, to build an advanced reactor in Wyoming.

X-energy is also collaborating with Amazon to bring more than 5 gigawatts of new nuclear power projects online across the United States by 2039, beginning in Washington state. Amazon and other tech giants have committed to using renewable energy to meet the surging demand from data centers and artificial intelligence and address climate change.

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This story appeared on our sister site, EnergyCapitalHTX.com.

UH, Baylor researchers make breakthrough with new pediatric leukemia treatment device

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A team of Houston researchers has developed a new microfluidic device aimed at making treatments safer for children with hyperleukocytosis, a life-threatening hematologic emergency often seen in patients with leukemia.

Dr. Fong Lam, an associate professor of pediatrics at Baylor College of Medicine and a pediatric intensive care physician at Texas Children’s Hospital, partnered with Sergey Shevkoplyas, a professor of biomedical engineering at UH, on the device that uses a large number of tiny channels to quickly separate blood cells by size in a process called controlled incremental filtration, according to a news release from UH.

They tested whether performing cell separation with a high-throughput microfluidic device could alleviate the limitations of traditional conventional blood-filtering machines, which pose risks for pediatric patients due to their large extracorporeal volume (ECV), high flow rates and tendency to cause significant platelet loss in the patient. The results of their study, led by Mubasher Iqbal, a Ph.D. candidate in biomedical engineering at UH, were published recently in the journal Nature Communications.

“Continuously and efficiently separating leukocytes from recirculating undiluted whole blood — without device clogging and cell activation or damage — has long been a major challenge in microfluidic cell separation,” Shevkoplyas said in a news release. “Our study is the first to solve this problem.”

Hyperleukocytosis is a condition that develops when the body has an extremely high number of white blood cells, which in many cases is due to leukemia. According to the release, up to 20 percent to 30 percent of patients with acute leukemia develop hyperleukocytosis, and this places them at risk for potentially fatal complications.

The new device utilizes tiny channels—each about the width of a human hair—to efficiently separate blood cells through controlled incremental filtration. According to Lam, the team was excited that the new device could operate at clinically relevant flow rates.

The device successfully removed approximately 85 percent of large leukocytes and 90 percent of leukemic blasts from undiluted human whole blood without causing platelet loss or other adverse effects. It also operates with an ECV that’s about 1/70th of conventional leukapheresis machines, which makes it particularly suitable for infants and small children.

“Overall, our study suggests that microfluidics leukapheresis is safe and effective at selectively removing leukocytes from circulation, with separation performance sufficiently high to ultimately enable safe leukapheresis in children,” Shevkoplyas said in the release.

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