As a graphic designer I can’t help but look at logos that I see from day to day and wonder how certain ones would look if they were updated with a modern and unique spin. I know, I know, change is hard for a lot of people. And it’s really hard for most businesses. Logo redesign is something most business owners would like to avoid, because it means having to change all your graphics, documents, and marketing material. It’s a big step that shouldn’t be taken lightly. Sometimes a logo just needs to be tweaked and sometimes it best to start with a clean slate. When executed well, a new and fresh look and feel to a logo can inject life into a business and drive a new wave of customers, sales and brand loyalty.
So how do you know when it’s time to redesign your logo? There’s no definitive time when you should revamp your logo. If any of the below scenarios apply to you, it might be time to consider a logo makeover.
1. It makes people think they traveled back in time
Just because your logo of 10 years looked good on a banner hanging from the bleachers in the gym at the local middle school during your daughters basketball game, doesn’t mean it’s still appealing. Just like bell-bottom pants, things like color, graphics, and fonts go in and out of style. Over the last few years, there has been a growing trend towards the simplification of logos. Designers are modifying and going less cluttered by eliminating things like gradients and drop shadows. There should be no more than two to three colors and an easy to read font. I believe that a person looking at your logo for the first time should be able to comprehend it in less than 5 seconds.
2. You screwed it up the first time around
It happens. Starting a business is a lot of work and stressful. There are a million things you have to take care of. Maybe you ran out of time before the opening date and made a quick decision. Maybe money was tight and you had your cousin’s best friend’s mom create it. Maybe you never really liked it. If you don’t like your logo, how can you expect anyone else to? Whatever the reason, if your logo doesn’t capture the essence of what your business is today then you should consider a new design.
3. It’s not memorable
A strong logo gives people a sense of what type of business it is. Think about some of the big corporations and their logos. You know, the timeless one’s that you’ve seen over and over. Maybe it’s Coca-Cola, Ford, or Kentucky Fried Chicken. These corporate giants have made updates to their look over the years, but they haven’t changed that much. You can achieve the same thing even if you’re selling window blinds. It’s all about how it’s presented. Remember, originality stands alone and makes it unique.
4. Your business has changed
Businesses change over time. Maybe your business has grown. Maybe you’ve added new products or services. Maybe you’ve merged with another business. Maybe you’ve discovered that your company’s personality is different from when you first started? If your business has expanded or changed in any way, it may be time to consider changing your logo, too.
5. You’re thinking about rebranding anyway
So you’ve decided to breathe new life into something that has worked for a while—maybe even a long while. A new brand is a great way to stir up hype and alert the public that your business is doing something new and relevant. Your logo is a very important part of the rebranding procedure. It drives the look and feel of your entire brand. If it’s not right, it can have a detrimental effect on your overall business. If done well, a logo can actually boost sales and create brand loyalty and recognition.
6. It doesn’t work in all formats
Can the logo be sized up or down and still be readable? Does it look good in black and white? Does it make an eye-pleasing button for a mobile app? In today’s world, your logo needs to work well on all of your marketing materials, whether digital or print. Whenever I create logos for my clients, I always keep in mind that it might be used in different types of marketing, so I create 3 different logo compositions: horizontal, vertical and a symbol. I also make sure it works well in color and black and white. The goal is to design a logo that’s versatile while still having a consistent look.
If any of the above scenarios apply to you, it might be time to consider a logo makeover. I’d love to talk to you and discuss how we could give your logo a fresh and rejuvenated look.