When I took over the marketing position at my company the first order of business was to get rid of the dated clip art logo and hire a graphic designer to come up with a new, fresh logo. Since changing all of our advertising in the phone book, newspaper, direct mail and web our business has been flat. I contend that it is more due to the economy and the abnormally wet and rainy spell that our area of the country has had the last 2 months (when it rains nobody calls to get their car fixed). The owner is convinced that nobody recognizes our company in the newspaper or phone book and has stopped calling. Any ideas to convince him that the logo is not the issue? Frankly I am just glad our business is flat and not declining, but he is used to minimum 10% growth every year.
Blaming the logo sounds like a bit of a stretch to me. I think there are lots of other factors (both in and out of your control) that would be more significant. Can you run some split tests? You should be able to do this with your website and direct mail, though it would be trickier elsewhere. If you get (say) 20% more sales from letters / website visitors with the old logo then it's fair to say your prospects love the clipart, but if not then the new logo's off the hook. en.wikipedia.org/wiki/A/B_testing (I can't post live links yet. )
You could run add featuring the new logo with emphasis on the same ownership and great service that they are known for!