Bad Corporate Identity and Logotype = Failure?

My student, Amanda sent me a really interesting blog post about the recent financial service firm failures and the poor design of logos [read the entire blog post here].

My research demonstrates that companies that change their corporate identity stand a higher than average chance of failing than companies that stick with the same identity. It’s interesting to note that AIG changed their logo about 5 years ago from two overlapping As to the current serifed AIG on a blue rectangle.

Likewise, Lehman Brothers changed their logo about 7 years ago to a serifed Lehman Brothers on various backgrounds, depending on presentation and media.

Food for thought… food for thought.