Simply put, redesigning a logo or brand should only happen if it is necessary. As the old saying goes “If it ain’t broke, don’t fix it” – this applies to logos as well.
A logo is your company’s identity and is the first thing other people notice about businesses whether it’s on your website, a business card, or even social media. Because of that, it is essential to maintain that image effectively to remain successful within your industry. Oftentimes, people will consider their logo to be a mere image and that it doesn’t matter too much. However, that is a misconception that needs to be thrown out of your mind…now. All aspects of design matter and that includes your company’s logo as well.
So back to the original question – when is it time to re-brand?
Company Values Change
A redesign may be considered if the company changes directions or values. Say you add new services or want to display your company in a different light, a redesign should be reconsidered so that you can convey that new message effectively. Seeing the new logo will making them aware of the company’s new direction and goals.
Maintaining effective communication with consumers and clients is key when running a business and if your logo misrepresents your company in a strange way, that’s how viewers will see it – in a strange way. You want to eliminate any chance of miscommunication when it comes to your logo. A logo is meant to represent the company, its values or ideals, as well as show the personality. It’s much more than a mere symbol with text.
Logo Doesn’t Appeal To Target Market
If you failed to conduct proper research about your target market upon creating your logo, then you may need to reconsider your current design. Positive consumer response is essential because it is what makes or breaks a company’s chance of progressing. For example, if you want to be seen as a high end business, you shouldn’t have a cheap looking logo that looks like you designed it overnight. If that is the case, you should consider hiring a graphic designer who specializes in branding so that your message can be conveyed properly while still appealing to your target market.
The longer a company is around, it’s inevitable that they will grow. Perhaps they have new services or have expanded their target market. No matter the case, that means your company is due for a change. Design trends are changing pretty much on a daily basis, but that doesn’t mean you need to make a drastic branding change. Slight changes here and there to keep up with the latest trends are fine as long as your brand is still recognizable.
Like with anything else related to modern society – cell phones, websites, even television – there are always going to be changes that dub the previous “outdated”. Same concept goes for logos and company branding. The greatest example of a popular brand that is constantly changing their appearance is Coke. They have been around for over 125 years and still incorporate the original logo (with a modern twist) in their everyday branding that still appeals to Coca-Cola drinkers across the world. Now that is one successful logo.
Other reasons for redesigning a logo would be if the design is too similar to that of your competitors, which in that case will prevent you from standing out. Some people may even mix up the two companies due to the similar looking logo. Another reason is if your logo is hard to read or has technical issues such as too much color or text, then it would be wise to go in a different direction.
A logo does not need to undergo a redesign unless it is really deemed necessary. If the above does not apply, the only exception would be to revamp the logo design in a subtle way just to give the company a fresh look. It’s also important to keep up with the times and current design trends.
Has your company considered a redesign?
Source: MSM DesignZ, Inc. is a Westchester based NY web design firm specializing in social media, mobile apps, SEO, web and graphic design and much more.