September 14, 2009 14:48 ET Offers Medical Logo and Medical Marketing Tips for Healthcare Practices and Device Companies

NEW YORK, NY--(Marketwire - September 14, 2009) - Businesses are constantly innovating and reinventing themselves to stay up-to-date. One of the most effective ways to convey a new business direction is with a logo facelift. The decision to refresh a logo is easy. It's deciding how to refresh that's difficult. Medical marketing company Aurora Medical Design believes "less is more." Simple medical logo design changes can deliver a big impact to your target audience.

The idea behind a refreshed logo is to signify a change in the business: a new business process, improved customer service, better quality, or innovative products. Subtle changes are best for companies that have an established brand reputation and a solid customer base. Big name brands have experienced hits and misses in their attempts at logo updates.

In's article, "What's in a New Logo?," (August 12, 2009), big name logo redesigns were reviewed. Some were successful; some were not. Aurora Medical Design says, learn from the mistakes of the "big guys" and keep the following in mind when considering a medical logo redesign:

--  Do not make yourself unrecognizable or you will lose customers and
    their trust (like when Blackwater became the unpronounceable "Xe")
--  Walk the walk when you talk the talk - make sure when you advertise
    it, you can sell it
--  Stay the course - be careful to move too quickly with a redesign, only
    to change it later because it makes the brand look unsure of itself and its
--  If it ain't broke, don't fix it - Pepsi's redesign from the wave to
    the smile was needless and may end up being counterproductive
--  Listen to your customers - they are your ultimate focus group
--  Keep it classy - don't feel compelled to go for shock value, because
    it could backfire
--  Leverage your brand's strength of "recognizability" - UPS leveraged
    the brown and made it almost proprietary to the brand; now that is powerful
--  Speak softly to carry a big brand - Walmart's new logo started with a
    softer approach and a simple tagline which spoke volumes to customers
--  Capitalize on what makes you unique - don't go against the grain of
    the brand, like Xerox did when it "abandoned" the X; accentuate that which
    makes you stand out
--  Stick with something that will endure and survive the times with only
    minor changes - case in point: Apple's enduring logo, which originated in
    1976 as a rainbow "bitten apple," has only undergone changes in color and
    texture. It currently exists as a glassy "bitten apple" since 2003.


Aurora Medical Design is a division of Aurora Information Technology (Aurora IT) that specializes in healthcare and medical website design using the Bitrix Site Manager content management system. Aurora IT is the only Bitrix Gold Partner in the Americas and leads in total sales and number of websites developed.

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