One of my biggest frustrations as a web designer is creating a fresh, new web presence and then slapping an outdated logo on it. The best time to update your established business’s logo (this includes updating all your print material) is during the web design process. What good is an improved website if all of the rest of your branding is old and tired?
Now, you don’t want to end up with an “Artist Formerly Known as Prince” kind of scenario where you change your logo so much that consumers don’t recognize you and you have to explain it. There is a fine line to follow when making your first logo tweak.
What about brand recognition?
You’ve been around 40 years with the same logo, now is the time to give your logo a little facelift. Your customers are coming back because of your superior service or product– not your logo. Your brand is how consumers FEEL when they see your logo and promotions.
Won’t changing my logo destroy my brand?
You can never be sure of anything. However, a small but diverse focus group is a great way to test out your new logo. Your employees, friends, family and a few trusted associates would be a good group to test out your ideas.
A checklist before publicly launching your updated logo:
Is it easily reproduced?
Can you use only black and white and still understand the logo? Your logo should be able to be reproduced on a variety of media. What might look good on your website might not be the best for your store signage or t-shirts. Also make sure whoever designs your logo give you the high resolution and vector files that you will need to use for all your materials.Is the new logo ‘in’?
While it is great to keep up with the times, your logo should not be too trendy. It should capture who the company is, not what is popular at the time.Is it too detailed?
It is important that someone would be able to fully see your logo with a quick glance. Ornate crests and confusing gradients can be overwhelming, and will devalue a logo and brand.Does your logo resemble something it shouldn’t?
This is where your focus group comes in, they will notice things that you might not. No one wants their company name to end up HERE.Is the font easy to read?
You found the most super-cool awesome font ever?! Better hope it is readable to all consumers, or it will be dismissed at first glance. Also be wary of drop shadows and pointless outlines. Also keep in mind that when viewed at low quality (such as a fax) you must still be able to make out what the logo is and says.
Does everyone change their logo?
Every company re-brands at some point, from IBM to Papa Johns, all of your favorite brands have changed their image in one way or another. If you are a small company, you might not want to do anything too drastic at first, although sometimes a big change like color or shape can be a good thing. The color of your logo evokes an emotion, and maybe that color feels cheap, or maybe the shape feels too playful? The audience your company is trying to reach inevitably going to change through the years. In order to properly direct who is engaging with your brand, you must make sure your logo attracts the proper demographic while encapsulating who you are and what you do.
Here is a sample of several brands and their logo progression through the years, view for yourself:
And with that, good luck! Consult a professional and enhance your brand. If your logo was born in 1999 or before, it might be time to upgrade.
