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Changing the logo of a brand or a company is a very complicated process and not risk free. Some of the companies that have thrown themselves to it have found themselves on the road with consumer rejection and have been forced to even backtracking in the process. One of the recurring examples of this situation is that of the US retail chain GAP. The company decided a few years ago to change its logo to become something 'more modern', but the shot went straight through. Instead of modifying its image by updating it, it found a real uprising among its consumers. The new logo was, or at least that was what they pointed out, horrendous. The company had no choice but to go back and return to known terrain, recovering the logo they had already used and that their consumers knew and apparently loved. If changing the logo is already going into moving ground, completely changing the identity and migrate not only image but also name or corporate colors can be an adventure of extreme sport

Who has not ever heard someone saying that is better to buy one thing than another 'because that brand is already known? It is quite likely that we will not realize it while we are defending why we buy one thing or why we buy another that this element is having a direct impact on our buying decisions. Why do we care if a brand is known or another is not? In reality, it could be said that the same mechanism works that make us more careful when we open the door to someone we do not know someone who we do. From one we always expect the worst and from another, we expect the best. So, the way we interact with each other (even if we really know anything about each other) is completely different. You only have to look at the opening degrees of the door the next time we face this situation. As the person who is ringing the most known or most expected was the door, we opened the door to receive it. With the brands, in the end, the same thing happens. The more we know a brand, the more trust

It is not very difficult to find examples or at least think about them. We have all met with some product that advertised what it was with enthusiasm. The mini bottle of gel in the hotel room that exclaims I'm soap, use me! The chocolate that is sold as a remedy for difficult days.You just have to think about any product and it is possible that somewhere someone has already tried to sell with that presentation to the friendly and nice, the nice. It is what is known as friendly branding. The product is presented in a fun and friendly packaging, one that is charming and friendly. These types of designs have a clear explanation and justification. To the user, these products are more accessible and it is easier to establish a connection with them. For example, you just have to think about the Dropbox case. Dropbox is a product that, at first glance, does not look anything particularly accessible or especially nice. In the end, what we are selling is storage in the cloud, something that