Every so often, one company or another decides to change its corporate image and one of the most obvious signs of that is its new logo.
Normally, the introduction of a new corporate identity is because the company concerned wishes to be seen in a different light – and the launch is heralded by much publicity in an effort to get its message across to its perceived audience.
That being the case, I am somewhat perplexed by behavior of the UK’s Multiple Sclerosis Society.
So, why has the logo been changed? I asked the society’s press office.
A spokeswoman told me: “We didn’t issue a press release about our logo, but the change was made as part of our goal to position the MS Society as front of mind and more relevant to all those affected by MS in the UK, increase people’s propensity to support us and grow awareness and understanding of MS.”
The old logo, pictured right, used to have a ‘broken’ letter M, I assumed to indicate the damage to our central nervous system, and included the words ‘multiple sclerosis’ in full.
The new logo, pictured above, uses just the initials ‘MS’ and its overall design looks like a right-pointing arrow. I suppose that could be pointing the way forward or indicating progress.
These are my words, not those of the MS Society – which has not explained the new logo.
In my experience, new corporate identities and new logos don’t come cheap as everything, including paper for letters and publicity material such as t-shirts, badges, collection boxes and a lot more, has to be replaced.
The MS Society is a charity that relies on donations. Are you a donor? Do you pay to be a member? If so. is your money being well-spent? I hope so but only time will tell.
What do you think about it?