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 whenU.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.

在2023年4月对美国成年人的在线调查中，有14%的受访者表示品牌永远不应更改其标志和视觉形象。与此同时，28%的受访成年人认为公司至少应每十年更换一次其标志。标志是否会影响到购买过程？根据同一项研究，三分之一的美国消费者表示，他们购买产品的原因是该产品拥有一个有趣的标志。这一比例因购物者的年龄而大相径庭。超过一半的千禧一代和成年Z世代消费者表示，他们会根据产品的吸引人视觉形象进行购买。而X世代和婴儿潮一代的比例分别为29%和14%。谁改变其视觉形象，以及何时改变美国成年人对季节性标志翻新的支持也取决于特定场合。超过三分之二的受访者同意，在圣诞节和独立日——美国庆祝国家独立的日子——可以临时改变视觉形象。消费者并未注意到超市货架上所有的变化。大约40%的受访成年人注意到了百事和汉堡王标志的变化。与此同时，不到五分之一的受访者注意到，在蒙德兹公司将巧克力部分生产转移到斯洛伐克后，为了法律原因，托伯洛尼从其包装中去掉了瑞士著名的山峰。