“It Broke My Heart When They Ripped the Old Logo Off the Wall”: Places, Uses and Meanings of the Rebranded Logo

Many authors recognize the links between brand logos and identity, but aside from being mere symbols of the organizations that they represent, brand logos are also physical objects with a location and context in which they are interpreted. In this article, we analyze the logo as a physical artifact in relation to its place and physical surroundings in a Finnish university merger. We utilize longitudinal survey data from 140 respondents, and through thematic analysis, we show how employees interpret the logo and its meaning in relation to place and how day-to-day use and management actions affect its interpretation. We argue that logos should be addressed as physical artifacts that can function as identity markers at the organizational level and a mere change of visual elements can, therefore, profoundly alter the sense and identity of a place. This study enhances understanding of brand logos in relation to place and emphasizes their significance during organizational change.