When to change your company’s logo

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To some people the answer to every problem at a company is to change the logo…

Our customer satisfaction is down…it’s because the logo doesn’t do a good job representing our brand promise.
Sales are down…our logo is not recognizable.  
We have a bad reputation…let’s change the logo.  
Here are some other reasons…

The GAP

Wendy’s
JCPenny
Microsoft
So when should you change it?  
I view a company’s logo as its seal of approval.  The logo appears on experiences that the company approves as representative of its brand.  The only time I think a company should change its logo is when its brand has failed so completely that you need to create a new seal of approval.  Any other time, I think every dollar spent on developing a new logo would be better spent on executing on your real brand.