You don't have to believe in "subliminal messages" to be concerned about the statement the shape of your logo is making. Take a good look at an image intended for custom made signs or other displays your company is using to verify that it is aligned with what you want to say as a brand. Even if you spell out the message literally with text, there might be a hidden visual cue that works against your message.
One possible example in the news is the restaurant chain IHOP, which is now adopting a new logo that drastically alters a relatively minor element in the previous one. In the past, the brand's official moniker featured the name of the chain in bulky letters over a red curving banner graphic that says "restaurant." Because of the arc of this graphic and its placement under the name, viewers could have perceived it as a frowning face.
Although the company doesn't specifically identify this as the reason for the rebranding, the new logo leaves little doubt: now, there's no "restaurant" banner, just a red half-circle flipped upside down under the "p" in IHOP. If the previous logo was a frown, this is obviously intended to be a smile, and the logo is indeed being heralded with a new campaign called the "Summer of Smiles," as noted in a press release.
The company's vice president of marketing, Kirk Thompson, said in the release that this logo is closer to the company's values.
"Our guests have told us for many years that coming to IHOP, and in many cases just thinking about our world famous pancakes, makes them smile," he said. "We believe this new logo captures the essence of the IHOP experience, which consistently delivers our guests not only craveable food, but also great memories shared with family and friends."
If you haven't changed your brand's logo in a long time, give it a fresh look before deciding what elements need to be revised. Custom screen printing and other tactics can then be used to create a more appropriate logo.