What’s the first thing you think of when you see this logo? Chances are, nearly every human being on this planet will think of the same thing you just did. And it’s only one among many logos that are recognized worldwide: twin golden arches, a checkmark swoosh, and five interlocking rings are all symbols instantly recognizable by people in nearly every country and culture across the world.

The recognizability of a memorable logo means that it has the power to define a company’s identity, expressing its strengths and purpose. Customers, clients, and even competitors will judge the personality of a company, organization, or brand by its logo, whether simple or complex, colorful or plain, traditional or modern. When you drive up to those golden arches or lace up the swoosh, you’re not just looking at a pretty picture: these logos are done so well that their memorability builds loyalty, creating trust in the brands behind them and providing a competitive advantage as a result. Michael Thibodeau, a creative strategist and brand experience producer at Weber Shandwick, explains: “A logo is not just a mark. It’s a powerful brand symbol that creates recognizable and memorable moments, [building] credibility and consistency.”

As the economy shifts, technology expands, and consumer demands grow, companies change, and so should their logos. But because logos have proven so powerful, redesigning a logo to match a company’s new personality and purpose can pose a challenge: how does a company maintain its loyalty among current consumers while building its competitive advantage and drawing new customers? The 2011 Starbucks logo redesign was a particularly telling case. While the company received some backlash from diehard customers when it removed the lettering and circles around its well-known mermaid image, the new logo may also be generating more brand loyalty in emerging markets such as China, India, Taiwan, and Singapore. Though temporarily causing some concern, research has confirmed that Starbuck’s new logo, created to match its expanding reach, could very well be creating new loyal customers.

KRC is a changing, too – in a world of research that has grown tremendously over the past several decades, KRC has evolved into a global firm that supports businesses, non-profits, government agencies, and everything in between, while still providing the level of customer service and customization we’ve always delivered.

KRC logo

It is with great excitement, then, that we are proud to share the new KRC logo, designed by Thibodeau. KRC continues to be a forward-thinking company, using proven methodologies to gather insights that drive strategic decisions while keeping our finger on the pulse of industry trends and insights. We hope that the new design gives you a sense of who we are and where we’re going, and that you’ll want to join us for the ride. What do you think?