Is it time for a logo redesign? Here are four good reasons to update your logo, and a few reasons not to:
Company Merger — mergers, acquisitions, and company spin offs often require a new logo to act as a common banner and unite the new company.
Making the Most of Technology — was your logo designed before smartphones? Do you have a favicon? Is your logo complex and not easily reproduced? Logos today have different requirements than 20 years ago. Forget legibility on fax machines. Today you can take advantage of digital high-definition displays. There will always be a need for simplified graphics, but today you can add depth and even motion to your logo on many mediums.
Company Revitalization — if you’ve been around for a long time, a new logo may be the push you need to stay relevant.
Company Growth - sometimes a company grows beyond it’s original identity.
If it’s not broke, don’t fix it. Brand recognition takes years to develop. It’s a considerable investment to update stationery, signage, printed materials, website, social media, etc. If you have a limited budget and/or a large following, now may not be the time for an overhaul. Take that budget, keep your logo the same, and instead redesign your printed and online marketing materials starting with those in most need of an update or those that will give you the best ROI. Good designers can take an old logo and revitalize it with new surrounding design elements. We consider ourselves good designers, and we want you to get the most out of your marketing budget.
Even the big players can get it wrong. Google launched its redesigned logo last week, to mixed reviews. If you have time, read this critique from The New Yorker. There will always be some people who cling to the old brand, but take care to ensure that the majority of your customers are onboard with the new direction.
Whatever your reason for rebranding, it’s important to do everything you can to prepare your customers so that the new logo and other company changes are well received. Get outside input as you go through the process and think through all the ways your logo will need to be used. Your new logo should be meaningful, versatile and timeless.
If you think it might be time for your company to rebrand, contact us. We can help. firstname.lastname@example.org