Your logo is a very important part of your company’s marketing and branding. It not only communicates your company’s name, but also conveys its personality. Your logo is often the first impression a potential customer gets of your company and is usually what is most recognizable to the general public.
With that in mind, it may be time to take a new look at your old logo. Very few of them are truly timeless. Some of the best-known logos have been updated many times. Coca-Cola, Pepsi and McDonald’s have each refreshed their logo more than 10 times. Even the young-by-comparison Starbucks logo is on its fourth iteration.
Maybe your logo’s aesthetic is just outdated. Maybe your company has expanded or evolved, and your logo no longer communicates all that you do. Maybe you are speaking to a different audience than you did when your logo was created. There are many things to consider when updating. Make sure you consider all of them before making changes.
If you’ve decided to update your logo, the next step is to decide whether you want to refresh your existing logo or fully redesign a new one. A logo refresh makes use of the elements already present in your logo, making small shifts to freshen and modernize the overall look. Fonts and typography may be updated, positioning may be shifted, colors may be changed. In the end, the logo is still recognizable as similar to the original.
A logo redesign is usually much more drastic. However, it doesn’t have to be. A redesign can be as small as updating one element of your logo all the way up to a new take on your company’s name (ex: Federal Express to FedEx). Consider which elements of your logo are still representing your company effectively and which may need to change. Maybe you want your company name in all caps, a completely different color scheme or a whole new icon. Take into consideration your current customers, though. Take caution that your new logo is not completely unrecognizable from the original.
Marisa Belger wrote a great article for 99designs’ blog, in which she provides five great questions to ask yourself when deciding whether or not to update your logo. She also gives some nice insight on how to incorporate your new logo once you have it. https://99designs.com/blog/tips/logo-redesign/
The decision to change your logo is not an easy one, nor should it be taken lightly. Your logo has likely worked for you for some time, and your customers are probably familiar with it. Take some time to consider your options and ensure that an update is really needed. In the end, if you decide it’s indeed necessary, I think you’ll be pleased with the results.
Nathan Engel, Art Director