A business just isn’t a business without being recognizable or memorable to its clients and customers. Even if an individual experiences amazing service or a quality product, it might be hard for them to remember the company’s name or who they were working with.
A company’s logo is the saving grace when it comes to truly leaving a mark on existing and potential consumers. Generally speaking, it’s one of the first things they’ll see when they approach your business (whether online or in person), and if it is effective enough, it will be the thing that sticks in their mind when they’re searching for a specific business again.
The importance of corporate logos cannot be over exaggerated. With a multitude of purposes, logos can help to modernize a company, attract potential customers, represent the culture of the brand, and even increase sales.
For many businesses, their existing logo may not be doing all that it could for them. While it may have been effective as a starting point or during previous years of business, it’s possible for a logo to start losing its efficiency over time. To learn more about logos and when they may require an update, the following information will be helpful in learning how to know when it’s time for a logo redesign.
If the First Logo Was Rushed
When companies first launch, there may not always be a huge focus on the initial logo. This is not uncommon; many businesses are more interested in getting their services out to the public first, and go back to re-working their initial logo later.
If this is the case for your business, then it might be a good idea to head back to the drawing board and work on a new logo design. The design should tell consumers what you offer just by looking at it, and it should convey a specific message about the type of brand that you have. A logo that is messy, low quality, or disconnected from your service, basically sends the message that your company is new, inexperienced, or of low quality.
If you’re not sure how to design a new logo, there are quite a few things to consider. Keep in mind, your logo likely won’t come to fruition in one day, so give it some time and serious focus. Some things you’ll need to consider when you design a new logo include the message you want to convey, the colors you’ll use, your business name, and the type of quality logo printing you’ll want to use.
Many businesses try to save money when it comes to their logo design process, but investing in a professional designer is often worth the time and long-term success.
Logo Has an Outdated Design
If a company has been around for quite a few years, then it’s likely that the existing logo looks dated. It’s often a good sign that a business has been successful for a long period of time, but it can also be beneficial to show consumers that you are staying with the times.
A more modernized version of your existing logo might be necessary in order to promote the idea that your business is thriving even after a long period of time. It might also be the case that an older logo does not resonate with your clients anymore, and a brighter, simpler, or trendier design is needed.
For some businesses, it might just be the case that the font needs upgrading or the colors need improving. For others, the logo might need an entire re-design to appear current. For some lucky businesses, such as Gap, consumers have responded negatively to new designs and much prefer the original image. In these uncommon instances, it would be a better idea for the business to stick with its original design, but this is not always the case. If you can, gather information from existing customers and get their feedback about new logo ideas.
The Company Is Changing
A company may already have an existing logo that is effective and memorable of its name, but keeping it will only work if the company is not changing direction. Businesses that are heading in new directions will certainly need to address their existing logos, and it may be time for a re-design.
A business’s logo design should always be re-visited every year to make sure that it still resonates with what the company is and what it offers its consumers. If a business begins to offer new services or products or changes what it offers completely, then a new logo is necessary to represent these changes.
Other changes that might require a new logo include businesses that merge together, businesses that change their branding, a shift in cultural values, etc.
The Logo Needs Simplifying
A company’s name may be too much of a mouthful, or their initial logo design might be way too detailed. In either case, it can be very hard to find success with a logo that is too busy or confusing, as it often takes away from the main message.
Many companies have re-worked their initial designs, sticking with simpler fonts and images, fewer colors, and updated numbers. In some instances, such as the 20th Century Fox logo, not only did they come up with an updated logo, but they also upgraded to 21st Century Fox. Their memorable statue and movie lights are iconic during movie previews, but the image doesn’t work for all of their mediums. For simpler needs, such as letterheads and business cards, a simpler logo is used with bold font and a simple image.
If you’re considering a logo re-design, remember that this is an incredibly important aspect of your company’s success. A logo is an integral part of a business’s branding approach, and, although changing the existing one may seem risky or time-consuming, it is often a necessary aspect.
It can often be helpful to gather information, both from workers within the business and from existing customers, to gather insight about why the original logo was successful and how it could be improved.
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