At the heart of your company branding lies your logo. It gets used on your products, website, business cards, and all of your marketing materials. Your logo represents your company, communicates the idea behind your brand, and tells your story.
However, over time your company will evolve and change. These changes can have a direct impact on your product and service offerings, and on the message you wish to communicate. As a result, your logo may become outdated and less engaging for your customers. Is your company at that point? Here are 4 signs that your logo needs a redesign to help your business message stay current.
Why you May need a Logo Redesign
Your Logo is Too Complicated
Is your logo trying to capture every aspect of your company or services? If so, there is a good chance you are making things too complex. Logos with lots of detail or too much gradient often don’t translate well to digital applications. For companies that were established before the digital age, they might find that their logos look great on letterhead and business cards, but don’t convey the same look online.
Modern design sensibilities favor simplicity and logos without too much complexity typically look the best on the web. If your detailed logo is difficult to see or decipher online, that is a major sign that it is time for a redesign. Keep in mind that people will see and interact with your logo in a variety of ways and places, from billboards to marketing materials to social profiles. If this describes your logo, you may want to take a step back and work on simplifying your logo. Try to create a strong visual mark with which customers can identify both online and in print.
Your Logo Looks Dated
Did you create a logo using design elements that were trendy years ago, perhaps when your company was first getting started? It might be time to free the mark from outdated trends and show your customers that you aren’t tied to the past.
You probably loved the logo you chose when it was new, but over time your logo could have grown stale and might not be as relevant or as appealing as it once was. Fonts, color schemes, patterns, and other aspects of design all change over the years. Choosing a color scheme because it is exactly what is popular right now will quickly make your brand feel dated when the trend falls to the next big thing. The top ten colors for 2016 featured many pastel colors, while the 2017 color of the year was a bright and powerful green. Arial was the default font in word processing programs for many years, which has now caused it to gain a reputation for being boring. While there is nothing aesthetically wrong with the font, it no longer has the pop it once had.
Design does not exist in a vacuum. Every choice is influenced in some way by the tastes and the preferences of the time it was created. In the 1970s there was an emphasis on bold, simple geometric shapes. Throughout the 1990s and 2000s design grew more and more skeuomorphic, the concept of making items represented resemble their real-world counterparts. One trend that has emerged during the 2010s has been simplified shapes and a flat design. Appealing to a modern audience might require you to think back to the last time your logo was refreshed and see if it might be time for another redesign. Businesses with a contemporary logo tell their audience that they are invested in their image.
Your Brand Has Evolved
Companies grow and evolve over time. Perhaps you’ve decided to focus on a different or expanded audience, or your existing customers’ demographics or priorities have changed. An updated logo design can increase your appeal and show customers you’re in touch with their needs.
Even if your logo was thoughtfully branded at the time of conception, that doesn’t necessarily mean it reflects your current business or speaks to your target market today. Over time your company likely introduced new services, products, and perhaps even a new mission statement. Not only that, but many businesses go through mergers and acquisitions. While company growth should certainly be celebrated, these changes can make a company’s original logo irrelevant. Businesses, nonprofits, and agencies all tend to morph and change over time. A logo redesign can be just the thing to help signal a new direction.
Your Company is Growing
Did you design your logo on the fly? Many companies start out small and have to spend their first few years fighting for survival. These entrepreneurs often have to cut corners out of necessity, and there’s nothing wrong with that. Investing in a quality logo design is probably not at the top of the list of necessary expenses for a business in this phase. But, as the company grows and becomes better known, that logo created on the fly might need an upgrade.
Just ask yourself, “do any of your competitors have a logo that makes you envious?” Does your logo convey the message you are trying to relay? Is your logo appealing and representative of your products and services? The answer to these questions could signal that it is time for a redesign.
Your logo plays a critical role in the way consumers view your company. Logos that are too complicated, noticeable outdated, or are no longer relevant are perfect candidates for a logo redesign. Let Safeguard by Innovative’s team of professional graphic designers, who are schooled in the best practices of logo designs and branding help you build, or redefine, your brand. We have the resources to provide your business with attention-getting solutions. Contact us today to see how we can provide the compelling visual solutions your brand needs!