How often brands should change their logos according to adults in the U.S. 2023

During an April 2023 online survey among adults in the United States, 14 percent of respondents said that a brand should never change its logo and visual identity. Meanwhile, 28 percent of the responding adults stated a company should shift its logo at least once every 10 years.

Do logos impact the purchasing process?

According to the same study, one in three U.S. consumers reported purchasing a product because it had an interesting logo. This percentage varied remarkably depending on the shopper's age. Over half of millennials and adult Gen Zers said they bought an item based on its appealing visual identity. Gen Xers' and baby boomers' shares stood at only 29 and 14 percent, respectively.

Who changes their visuals – and when

U.S. adults' support for seasonal logo revamping also depends on the occasion. Only Christmas and the Fourth of July – when Americans celebrate the country's independence – received the green light for a temporary visual identity shift from over two-thirds of respondents. Neither do consumers notice all the changes on supermarket shelves. Around 40 percent of responding adults spotted differences in Pepsi's and Burger King's logos. Meanwhile, less than one in five noted that Toblerone removed Switzerland's famous mountain peak from its packaging for legal reasons after Mondelēz partially moved the chocolate's production to Slovakia.