The process of evolution is at work everywhere. Sometimes the change is so subtle that it takes too long a time to spot the evolutionary progression. No matter how slow the process, change is the inevitable outcome. Brands too evolve with time. Their logos undergo subtle to radical transformations. The New Khaadi logo has recently come out to surprise all of us. How would the consumers respond to this change will depend on the thought process with which this new logo is developed.
Why do brands seldom change their logos? Because a logo is not only a visual identity of a brand but also a measure of its quality and unique selling proposition. It is the ‘face’ that says everything while differentiating it from the competition. This intrinsically important asset of a company is tweaked or transformed altogether when a company redefines its brand offering. When the products undergo a certain development that the consumers did not expect from the brand previously.
The New Khaadi logo, according to the brand itself, is a ‘mark of expression’. On its Instagram handle the brand explains, “Our brand philosophy is rooted in vibrant colors, expressive designs, ever evolving fashion and an immersive experience. We have been making our mark in your lives since 1998 and now we are redefining our mark of expression.”
The story of every fabric or piece of clothing starts with a thread. It is this delicate and seemingly insignificant thing that creates all the wonders of design, fashion, and style. In other words, threads when used by a skillful hand, could give expression to a gazillion feelings, ideas and thoughts. A pair of weaving hands on the Khaadi logo represented the traditional craft that empowered women to express themselves.
The new Khaadi logo has taken this idea one step further by merging the pair of hands to develop a mark of expression. A ‘mark’ consumers could still relate to the old logo. The name Khaadi is there to reassure the brand identity. When the symbol becomes the brand, most companies remove their name altogether like Shell, Starbucks, Nike, etc.
Khaadi has taken a bold step. Brands fear that they might lose their consumer base due to a sudden change in their brand identity. Yes, there is criticism. Every criticism of the change is always short-lived. All world-renowned brands have changed their logos over time. Coca-Cola, Apple, Levi’s, Microsoft, Chevrolet, Cannon, and Pepsi, among others, evolved from complex to more symbolized form.
The ability to change and adapt is a sign of flexibility and mindfulness about one’s surroundings. Stiff things break, and those who do not keep an open eye on their environment, which is always in flux, cannot survive. Khaadi logo evolution shows that the brand is alive to the changing market dynamics and ever-developing consumer perceptions.