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Indeed, your logo can be decorated much like your home -- it can represent the seasons, the holidays, and other seasonal celebrations that your company, and your customers, typically celebrate. There are several key ways to take advantage of seasonal branding that will benefit your company and resonate with your base of clients.
Seasonal Branding Reflects and Communicates Values
Your customers are a diverse group of people and they likely celebrate a wide variety of holidays and special occasions. They know your company and enjoy your products, but they never really get to see behind the logo: they don't know what your values are -- or if they line up with their own set of values. For that reason, a seasonal logo can be instrumental in conveying to your customers just what your morals and values are as a company.
They'll know that you value family and togetherness when your logo celebrates things like Thanksgiving and the winter holidays. And they'll know you value friends and country when your logo celebrates the patriotic summer holidays. Customers will see your logo's homage to Halloween and recognize your company's appreciation of dressing up and taking the kids out to trick-or-treat at night.
It's much like decorating your home: it conveys to those around you -- in this case, your clients -- what you celebrate (or if you celebrate). And they'll inevitably, almost instinctually, relate that to themselves. Communicating your brand's values through a seasonal logo humanizes your brand and keeps customers coming back to a product or service that they feel represents who they are. That is an excellent reason to consider this type of logo.
Seasonal Branding Reflects Reverence of History and Charitable Causes
One of the latest trends in celebrating history and achievements is through the use of "heritage months" or "awareness months." These include things like Black History Month in the United States, and the global fight against breast cancer which culminates every year in October being declared Breast Cancer Awareness Month. It's a month-long tribute to the people who have made our world what it is today -- and to those who are helping to shape it today and tomorrow.
Your company can convey its support of these so-called heritage or awareness months simply by using your logo to communicate appreciation, solidarity, or support. Consider that placing a pink breast cancer ribbon within the scope of your company's logo and branding marks indicates you're in the fight against the disease -- just like your customers. It might also be an excellent way to promote your recently charitable giving or charitable volunteer work for the cause that the logo promotes.
Seasonal Branding Can Present Promotional Opportunities
It's likely that your business has several sales throughout the year that coincide with the holiday calendar. These might include sales between Thanksgiving and New Year's Day, or promotions that take advantage of summer sales periods around Memorial Day, Independence Day, and Labour Day. Your logo is the perfect way to guide customers toward that sale while festively celebrating the holiday with which the promotion coincides.
The logo will immediately clue them in that something special is going on with your brand, and they'll stick around to learn more. In this manner, seasonal logos can actually be advantageous by promoting discounts and increasing sales during the busiest periods of the year. And, of course, they still contain all of the advantages that come along with communicating shared values and celebrations with your base of clients.
Seasonal Branding Can Promote New Initiatives
Consider that one of the ways many companies execute a seasonal brand is by celebrating the Earth Day holiday and observance in April. Even huge corporations like Universal Entertainment rebrand themselves -- in this case as "Green is Universal." It can be a great way to announce your company's adherence to green business standards and how your specific brand is working to minimize its carbon footprint or its impact on the environment in general.
And that's just one example of the possibilities. A Christmas time seasonal logo could be a segue to an announcement of your charitable giving to organizations like Toys for Tots; the options are truly limitless. Seasonal adjustments to your logo draw customers' attention to the change, and give you the perfect reason to announce something about your company that might not be obvious by its traditional -- and time-tested -- standard logo as it exists between holidays.
Final Thoughts
A seasonal logo has so many benefits that the question is "why not?" rather than "why?" They're effective at communicating a company's values and celebrations, as well as highlighting discounts, promoting sales, and highlighting charitable and other accomplishments. They're a great way to generate excitement, and they should be a requirement for any company seeking a professional logo design.
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