Week 1 Assessment – Gauging Logo Redesign Reactions

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Week 1 Assessment – Gauging Logo Redesign Reactions

Learning Objectives Covered:

  1. Research and define three questions to reveal a unique logo and corporate identity strategy



When a company undertakes a logo redesign they must also consider how
to manage the audience’s reaction to what is created. Often consumers
develop deep emotional ties to the look and even feel a sense of
community and ownership of the company. Because feelings can run
high when a company undertakes a logo redesign the general public may or
may not feel betrayed by the idea that something about the visual
presentation has been changed.

Companies often must present a clear research strategy when they
present their newly redesigned logo so that everyone understands the
thinking and reasoning behind the redesign. Often companies present
answers around the following questions when showing their newly
redesigned logo:

  • Why was the logo redesigned?
  • How does the new design represent new directions for the company?
  • How does the new design still embrace legacy the company has been built upon?


In this assessment, we will conduct library research to understand
how companies have either successfully or unsuccessfully presented their
newly redesigned logos to the general public.

First, click on the Independence University library link on the homepage of this course.

Next, select the ProQuest Newsstand link. This will allow you to search a database of over 1,500 electronic articles.

Then, type the words “logo redesign” into the search box. This search
should reveal several thousand articles about logo redesigns. Clicking
on an article’s name will reveal the article so you can read it.

Choose three different articles to read and analyze for this
assignment. For each article, you will need to write at least 150 words
summarizing the following:

  • Why was the logo redesigned?
  • What new direction does the logo represent?
  • What was the general public reaction to the logo?
  • Do you think it was a successful redesign? If so, why? If not, what would you have done differently to make it better?

In addition, take a screen shot of both the before and the after of
each logo. If there are no images in the article, you may have to
conduct a Google search to retrieve “before” and “after” versions of the

Place both your text and images into a Word document for your final
presentation. You should have a minimum of 450 words and you also must
include IWG citations for each article profiled.

When you have completed all parts of the assessment, save your Word document with the following name:


Tip: Feel overwhelmed researching ProQuest? Here is a video that
shows you how to use ProQuest and our other Library resources. (20:23
https://youtu.be/Be48UhWCIDA (Links to an external site.)


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