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.
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.
Frequency to which a brand should change its logo and visual identity according to adults in the United States as of April 2023
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Morning Consult. (May 8, 2023). Frequency to which a brand should change its logo and visual identity according to adults in the United States as of April 2023 [Graph]. In Statista. Retrieved September 01, 2024, from https://www.statista.com/statistics/1385469/frequency-which-brand-should-change-logo-visual-identity-according-adults-us/
Morning Consult. "Frequency to which a brand should change its logo and visual identity according to adults in the United States as of April 2023." Chart. May 8, 2023. Statista. Accessed September 01, 2024. https://www.statista.com/statistics/1385469/frequency-which-brand-should-change-logo-visual-identity-according-adults-us/
Morning Consult. (2023). Frequency to which a brand should change its logo and visual identity according to adults in the United States as of April 2023. Statista. Statista Inc.. Accessed: September 01, 2024. https://www.statista.com/statistics/1385469/frequency-which-brand-should-change-logo-visual-identity-according-adults-us/
Morning Consult. "Frequency to Which a Brand Should Change Its Logo and Visual Identity According to Adults in The United States as of April 2023." Statista, Statista Inc., 8 May 2023, https://www.statista.com/statistics/1385469/frequency-which-brand-should-change-logo-visual-identity-according-adults-us/
Morning Consult, Frequency to which a brand should change its logo and visual identity according to adults in the United States as of April 2023 Statista, https://www.statista.com/statistics/1385469/frequency-which-brand-should-change-logo-visual-identity-according-adults-us/ (last visited September 01, 2024)
Frequency to which a brand should change its logo and visual identity according to adults in the United States as of April 2023 [Graph], Morning Consult, May 8, 2023. [Online]. Available: https://www.statista.com/statistics/1385469/frequency-which-brand-should-change-logo-visual-identity-according-adults-us/