Identity Evolution | Hochschule Heidelberg


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In the world of branding, the fastest and easiest route to changing a look is through a Logo & Corporate Identity Makeover. It’s the expedited method of projecting a new image, and an ongoing journey of constant changes, regardless how subtle.

Logo_Hochschule-Heidelberg_NEW-LOGO_DE-5Here’s a look at Hochschule Heidelberg, an Engineering University in Heidelberg, Germany. 
Personally, I much prefer the old logo as it depicts the unique building that serves as a landmark of the campus, and therefore instantly giving it a distinct identity, whereas the new logo with the three shapes doesn’t really communicate much.

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The old logo clearly pays homage to the unique tower that serves as the university’s landmark, while the new logo doesn’t communicate anything distinctive.

A Logo & Corporate Identity Makeover is, however, by no means what branding is all about, and the potential it can deliver. Customers are already experiencing your company’s products & services in their very own distinctive way. The MEANING of a product & service in any customer’s mind is what SHOULD matter to any organization. It is this MEANING that needs to be thoroughly analyzed, managed, and optimized in the company’s best interest. This the foundation of strong branding and brand positioning strategy.

Logo_Hochschule-Heidelberg_OLD-LOGO_DE-10Logo_Hochschule-Heidelberg_NEW-LOGO_DE-4An Identity Makeover is not without risk. The key is in the hands of Customers, who decide “WHAT’S HOT” and “WHAT’S NOT!” Therefore, if a company changes its logo WITHOUT changing the meaning – ie. properly align and match their brand message with the positive brand experience the company WISHES customers to have – the often sizeable investment in aesthetic touch up is reduced to a futile and expensive exercise. An utter waste!

Companies MUST ensure that the brand experiences they provide remains positive, therefore if your products and/or services still show weaknesses; customer satisfaction is dismal, market share is lagging, your customer service department is drowning in complaint calls, stakeholders are edgy due to weak stock performance, staff morale is in the abyss while staff turnover is high…  a logo makeover WILL NOT bring about improvements like a magic wand!

About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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