We were on a conference call with one of our non-profit clients the other day and they were asking us to change the color of their logo to match more of an earthen tone etc. Not a big deal right? Wrong. This client has used the exact same shade of green of EVERYTHING they have ever published, the same color is on their street sign, the same color is business cards and the color is the same color as the master organization that manages them.
I of course had to question why they were changing after 35 years of consistency: they replied, oh, we switch it all the time to indicate seasons, etc. on our newsletter. Wow. Not the answer I was expecting. Sometimes, the little things can cause confusion. You are used to seeing CocoCola’s logo in Red, you are used to seeing NBC’s peacock, you WERE used to seeing this non-profits logo in green.
There is a lot to be said for consistency: There is NOTHING wrong with change, but change must truly be intentional.
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