Time for a logo redesign? Why and how to do it right.
A strong logo may have a significant influence on your company. Nike and Shell are two examples of corporations that get it right the first time and never have to change their logo. However, a logo will almost always need to be altered or adjusted to stay up with changes taking place in your business (or the design industry).
This is especially true for organizations with a lengthy history (which isn’t always a negative thing)—the logo you designed in 1964 is unlikely to resonate with consumers in 2017. There are also other valid reasons to take your logo off the rack and give it a thorough examination. You may find that it is due for a makeover when you do so.
It’s hardly an exact science of knowing when to change your logo. Taking something as well-known as a logo and changing it may feel frightening, even illogical. However, if done correctly, the effects may be remarkable!
A logo change, on the other hand, isn’t something to take lightly. If you’ve built up a devoted customer base or following that’s become accustomed to your logo, you’ll want to proceed with caution; altering your logo might result in you losing the brand awareness you’ve earned over time, which could have a detrimental influence on future sales.
So, if you’re on the fence about revamping your logo, consider the following questions to see if you should stick with what you have now.
1.) Has your audience changed?
If you’re trying to reach a new demographic, such as millennials, it’s time to rethink your existing logo design—especially if you’re having problems connecting with them.
A clean, modern corporate logo may enable your audience to identify with you by giving your brand a fresh, modern design.
2.) Does your logo look outdated?
This is a difficult question to answer, but it is necessary. Artistic tastes and design trends have likely evolved substantially since your logo was created, and you risk giving the impression that your company is outdated.
3.) Is your logo still identifiable?
Over time, marketing mediums have evolved dramatically. You’re probably not making TV advertisements or paying for billboard advertisements; instead, you’re relying on online marketing platforms like Facebook, Instagram, and PPC advertising. As a result, logos must now be created with small displays in mind. You will have to change your logo if it’s difficult to see on a small screen.
4.) Has your company grown or taken on a new direction?
Businesses frequently grow or alter their direction, such as by introducing a new line of products or merging with another firm. If your company has undergone major changes, consider updating your logo to represent those developments.
5.) Is there fresh competition in the market?
Top companies in all sectors frequently face tough competition from newcomers that claim to be nimbler, contemporary, and technologically advanced. Releasing a new logo demonstrates to your customers that you’re not just waiting for things to happen, but are willing to change with the times.
6.) Does your logo have meaning?
Your logo should be a reflection of your business and convey an essential message. If it’s merely a “good appearance,” develop a new logo that emphasizes your company’s fundamental beliefs and capabilities.
What are the risks involved with a logo redesign?
There are downsides associated with this change for sure.
For starters, there’s the concern that a new logo may alienate your current user base. You risk losing your brand’s ‘recognition,’ and some people may dismiss it as a cynical “marketing ploy” designed to attract more attention.
Of course, if your firm is well-known, a logo makeover can assist to increase brand awareness and is likely to result in media coverage. Whether this is a positive or terrible thing, though, will be determined by the logo you choose.
Furthermore, changing a logo necessitates far more effort than you would think.
A website’s style is frequently dependent on the corporate logo (in terms of colours, theme, and so on), which may need overhauling various aspects of your design job.
In conclusion, a logo change may be a highly valuable tool – but it also carries a cost. If your firm is still developing, your logo is attractive, and you don’t have a terrible image to overcome, it might not be worth the risk.
What to ask yourself before considering a redesign?
Usually, a less dramatic approach to logo redesign is refreshing. Consider it a facelift for your logo that incorporates existing design components. A designer will make modest changes to what’s currently there during a logo update, such as adding/modifying a tagline, changing colours, or streamlining the overall appearance, look, and feel. The 2016 redesign of MasterCard’s logo is the epitome of a good makeover. The well-known credit card business kept its characteristic circles and colours, merely modernizing the font to bring its brand into the future.
However, a logo change is akin to major cosmetic surgery. This strategy might involve a fresh message, a new colour palette, or even a new name for your business (like Federal Express to FedEx). It’s critical to ask three (additional) questions before deciding on a design direction, namely:
1.) What about my existing logo that isn’t working for me?
Finding out what isn’t working will make it easier for you to choose a new design. Like, Uber wanted a bold typeface as opposed to the older logo, and Vh1 wanted a more geometric logo compared to the previous one.
2.) What is currently working for you?
You may be prepared to give your logo a total makeover, but before you do, think about the current design aspects that are adequately expressing your company. This might be certain colours, a font style, or how your company name is capitalized.
3.) Is there a solid connection between my existing logo and my consumer base?
One of the most difficult aspects of changing your logo is breaking your consumers’ visual association with your previous identity. Take some time to learn how your consumers feel about your present logo and consider the ramifications of a major makeover. Will your existing consumers be confused? Is it a risk you’re willing to take as you seek to expand your client base?
Tips for the redesign process
You’ve pondered the important questions, conducted the required research, and are ready to proceed with your logo makeover. Congrats! This is a significant step forward for both you and your organization. It’s now time to get down to business.
While the majority of the logo design process will be the same regardless of whether you’re working on your first or fifth iteration, there are a few points to bear in mind when working on a redesign:
- As a metric of success, try to avoid directly comparing your new logo alternatives to your old. Instead, concentrate on how the new logo communicates with your consumers or reflects your business.
- Change can elicit unexpected feelings, such as enthusiasm for something new or fear over too much change. Before completing any new logo ideas, make sure you sleep on them to ensure you’re making the proper decision.
- Some aspects of a logo makeover, such as switching to a new colour or adopting an entirely different design style, can need more significant modifications to your branding and marketing assets (like new business cards or a new website). If you don’t want to completely redo everything, preserve certain things.
If you complete the instructions above, your new logo will:
- Be instantly recognizable as a result of strategic planning which is crucial.
- Translate effectively across a variety of marketing platforms, including digital and print.
- Make the most of your current logo by transforming it to reflect your growing and evolving company.
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