hy did so many brands - young and old - tinker with their logos last year? Do the changes signify something more fundamental?

Look at 95-year-old Bank of Baroda (BoB). According to Meeta Malhotra, director, Ray+Keshavan Design, the company which redesigned the logo, BoB decided to change its brand identity as part of a larger transformation initiative. The objective was to communicate that the bank had changed to address evolving customer needs. Says Malhotra, "Ray+Keshavan has a process called Live the Brand which helps to align business objectives with brand design. We used this in BoB's case to check recall and engagement with the current identity and anticipate reaction to change. Our research found an excellent response to the Baroda Sun, the new logo."... more