May 6, 2019

When is it time to re-think your logo?

Your logo is a cornerstone piece to your business. A well thought out logo can imprint in the back of the brain and trigger recognition with people that has the potential to last through the ages as a symbol of what you have to offer. The thing with logos, however, is that in order to keep them in the forefront of people’s minds, they need to be made fresh from time to time. All of the great corporations of our modern age have undergone multiple brand facelifts; Coca Cola, Nike, Instagram, the list goes on. How do you know when it is time to rebrand though? There are certain occasions that will guide you into that natural rebirth of your logo design. Let’s explore them.

1. Growth! Periods of rapid growth will change the overall structure of your company, so your logo should also update to match. Just as you change the style and size of your clothes as you grow up and grow as a person, you want to do the same with your business. Always revisit the underlying principle of your logo and how it represents what it is you are selling. When your business first began, a fun placeholder logo might have sufficed. As you deal with more clients, or a greater diversity of customers, you can really hone in on a look that appeals to your target audience. An update in a look could take you from a startup to a more mature company.

2. A change in direction: As your company grows, it is natural for its objectives to shift as well. Sometimes these shifts are subtle, like expanding to offer a product or service that compliments what you can already deliver. Sometimes these shifts are a lot bigger, as you narrow in on your strengths and your niches. Regardless, the logo should reflect those shifts. This isn’t to suggest that every time a shift in the business occurs, you have to undergo a complete rebranding. Rather, set up time associated checkpoints to re-evaluate whether of not your logo continues to hold up the strong association that is required with what it is your are providing your market with.

3. Modernization: What is hip and fresh yesterday may no longer be hip and fresh today. It is important to remain somewhat current with the times. A good logo will stand the test of time, but even the best branding will find benefit from an intelligent refresh. If you are an unbeliever, just take a look at the evolution of the Guinness logo. The classic harp that represents this Irish beer has been in place since 1862 – that is over 150 years! It is a highly recognizable logo, but it too has seen some minor changes to it throughout its life span. Some elements are worth keeping, especially for the sake of brand recognition. A change doesn’t need to be a complete deviation from the original, just a distinction that allows your company’s image to remain adaptable.

There are plenty of other reasons why, as a business, you’ll want to rethink your logo. The most important thing? Remembering that your brand is about your business and it’s values, something that should stay true, no matter how many changes you go through. Curious about how you can give your brand a facelift without losing its core values? Contact us today, and we’ll walk you through the process.

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