In a merger, keep the logo that has Equity.
When companies merge, one of the crucial concerns is that a symbol is needed to represent the merged company. Unsophisticated management will ignore the importance but sophisticated management will handle the issue as a strategic business decision.
Continental airlines and United airlines announced their merger May 2, 2010 to form the world’s leading airline and at the same time announced the new company name and symbol. The name is United Airlines and the symbol is the familiar Continental logo. They will also employ the Continental color scheme and visual identity on the airplanes.
Why would management decide to use Continental’s visual identity? Simple: Continental’s logo represents the “Award-winning customer service with industry-leading on-time performance” brand. United represents the opposite. Continental’s service-oriented brand is the one with equity. United’s brand is a liability. More about successful logo design here.
Tags: brand, Branding, company symbol, evaluating brand value, Logo Design, logo redesign, rebranding