Why Innoson Motors Puts New Logo On The Shelf


Why Innoson Motors Puts New Logo On The Shelf

Towards the ending of 2019, Innoson Motors’ new logo was a major trend on Twitter, Facebook and many other social platforms around. The design was done by Osuolale Farouq (@osuolale_farouq) who shared the proposed logo on the 15th of October, 2019 via Twitter.
The powerful design received a huge reception on the media and eventually got to the table of the company chairman, Dr. Innocent Chukwuma, who loved the work and requested for a meeting with Farouq.
However, in recent months, people have been wondering why Innoson Motors hasn’t changed its identity to the new one despite the huge acceptance the design got over the media. The truth remains that even though the company embraced the design and duly appreciated the person behind it, implementing such project successfully wasn’t something they were prepared for as at the time it was presented.

In the words of Osuolale Farouq…

“On the 30th of January, 2020. After a tour around Innoson Motors factory, which was eye-opening. I met with the Chairman, Dr. Innocent Chukwuma, at his home in Nnewi, Anambra. The meeting started at a good pace. We talked, laughed.
The chairman commended me for a job well done on the logo. However, he mentioned that he won’t be using the logo now. He explained that this is because a rebrand is going to be a costly project for a manufacturing company like Innoson.”

What Branding Lesson Can We Draw From Here?

When it comes to designing a logo for a business, a lot of factors should be considered if the project is ever going to be a successful one. For a large-sized company like that of Innoson, designing (or redesigning) a logo is not just something you jump at without proper consideration of factors such the financial implications and organizational implications. So, what are the factors to be considered when thinking of a rebrand?

1) Has anything changed about your business over the years that warrant a re-introduction to the market? If yes, then a re-branding is a valid consideration.

2) Are you trying to target a new audience category (age group, demographics, income-level, etc.)? Then a re-brand is a worthy consideration.

3) Has your new logo gone out of taste and no longer resonating with your current level of growth or trend in the industry? Then a rebrand is a worthy consideration.
Outside these factors mentioned above, embarking on such a project may end up as a wasteful luxury which will yield no returns on investment whatsoever. For a serious business, logo design and brand identity development are not just some fanciful aesthetics. It’s about communicating something meaningful about the company that resonates with its target market, which eventually leads to an increase in goodwill, trust and profits.

For a company like Innoson, considering the cost of implementing that design across every brand touch-point, it wasn’t something they would want to rush into simply because everyone loved it. The financial implications are huge and they weren’t ready at the moment of the release. However, the company has promised to bring the designer on board whenever they are fully ready to implement such a design.

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