Logos

[Name]
[Company]
[Address]
[City, State ZIP]

Dear [ ]:

We're moving!

That's right--Joe's Bar & Grill is moving downtown to serve our customers better.

We'll still be serving the same great food and drinks you've always known and loved us for. And now you won't have to drive so far--maybe not at all--to enjoy our offerings! Because our new location is right in the heart of the business district, at 50 E. Main Street. You can practically roll in on your way out of the office!

We'll be having a Grand Opening on June 15 to break in the new digs. Just bring this letter for a free glass of beer or wine with dinner as our way of saying welcome and thanks for being such a loyal customer.

Sincerely,



[Name]
[Title]

[BL]* Change is not always accepted readily. Create excitement and find a customer-motivated reason for the change.
* Assure your customers that the known-and-loved elements of your current business will not be lost.
* If you can, offer a little something to commemorate the change and thank your loyal customers.

[Name]
[Company]
[Address]
[City, State ZIP]

Dear [ ]:

Narcissus, the world's most popular brand of athletic shoes, is changing its logo. Effective September 1, 2001, Narcissus will no longer be emblazoning its shoes with the well-known "squiggle" symbol, nor will we be authorizing the use of the "squiggle" by any of our apparel, fragrance, or toy licensees.

The new Narcissus logo, designed to reflect the company's domination into the twenty-first century, will be an abstract likeness of the mythical figure for whom our company is named. Design refinements are still in progress; however, we do have a preliminary logo treatment (see attached page) which will give you an idea of the direction we are heading.

We will be forwarding detailed logo sheets and design specifications within the next two months and will be holding a series of meetings with all licensees shortly after that. In the meantime, you should begin the process of phasing out all "squiggle" licensed merchandise in your product lines and start preparing to phase in the new "mythical" logo.

Please feel free to call me or any of the Corporate Licensing staff if you have any questions. Thank you for your continued support.

Sincerely,



[Name]
[Title]

[BL]* Logo changes, especially when made by popular licensed manufacturers or entertainment companies, can have widespread effects on many industries.
* Give licensees ample time to react to the change. Provide phase-in and phase-out dates as soon as you know them.