MLM Report Card: Neways Logo Redesign
May 23, 2011 Leave a comment
Do corporate MLM logos convey the company’s brand promise? An MLM logo can be a powerful extension of the company’s core principles building brand equity ultimately increasing distributor recruitment and product sales.
Neways has one of the best MLM logos conveying its brand promise. Neways changed its brand logo in 2008 to better reflect it core values.
Neway’s brand promise as written on their Website: Neways manufactures and distributes safe, effective, and innovative products that are a perfect blend of science and nature.
If Neway’s promise is to provide the most safe, effective and innovative products, how well does the company’s logo reflect this description?
The change from maroon-gold to the green-gray color depicts a more natural feel. The font choice also portrays a feeling of nature (fluid serif edges).
I love the double helix-leaf icon above the corporate name. When I first saw the logo I immediately understood the meaning of blending science and nature. The icon also helps solidify the company’s brand promise of ‘effectiveness’ and ‘innovation’—the benefits of good science without the coldness of a laboratory.
However, the logo does not help convey the company’s core principle of safety (an otherwise difficult thing do to). Neways decided write out its safety message in a tagline, The Safety-Conscious Company. According to Neways, the company was already considered a ‘product safe’ MLM. They did well to magnify this quality by calling it out through a tagline and not force the meaning through the icon.
Neways nailed the merge of its brand promise and logo. The company can confidently move forward with on-going logo implementation knowing distributors will be more likely to experience the brand promise through the new logo.
Toby Palmer
CMSA Organizer