Is Your Old Logo Costing You Business? It Might Be Time for a New Look
Your logo is a major component of your branding. It's the thing that people may remember you by beyond your company name. That's why developing a logo that accurately represents how your business wants to be perceived is so significant.
Your logo is the face of your business. It must stand out and be easy to recognize. It should make clients and customers think about what you do and how it makes them feel. It can help you stand out from others and build brand loyalty.
But even when companies put a lot of attention into developing their initial logo, they miss the signs that an update is needed. Even a progressive logo won't remain current indefinitely, and an out-of-date logo can cause harm to your brand.
When is the Right Time To Update Your Logo?
Your Logo Style Is Dated
You may have adored your logo when you first designed it. But eventually, certain elements begin to look antiquated. Your logo could now seem passé or lose some of its relevance.
Certain design features, such as bouncy writing or slanted fonts, will give your logo a dated appearance. If it's been a while since you modified your logo style, you should see if it looks dated.
Your customers want to know that the business they are dealing with is modern. A new logo demonstrates that you're developing and adjusting to the marketplace. Not updating your logo can give the impression that your business is out of date and resistant to change.
For example, long-standing businesses may also have unnecessarily intricate or gradient-heavy logos. These might look okay when printed on stationery, but they don't work well online.
A contemporary logo design is clean and simple, which gives it flexibility on different platforms.
Your Business Focus Has Evolved
Businesses develop and change over time. You might have undergone a merger or acquisition, introduced new products and services, or established a new mission. As a result, you may realize that your original logo no longer represents your company.
Redesigning your logo will represent your company as it is now and help you establish with your clients and customers that your business is moving in a new direction.
Your Business Has Grown
Budgets are typically tight when businesses are just starting out, and a logo was probably not at the top of your list of expenses. Startup businesses frequently design their logo on the spot and leave it because it's "good enough."
As your business develops and becomes more profitable, it’s worth investing in a new logo and other branding assets. This shows people that you’re a flourishing, legitimate organization and can be an effective way to demonstrate your success.
What To Consider When Designing a New Logo
If you've determined that you require a new logo, there are a few things to consider. A well-executed redesign will also enable you to preserve the brand's reputation for a long time.
Here are a few items to take care of as you continue the redesign process.
Identity and Customer Recognition
If your business has a rich past, your logo might be instantly identifiable and conjure strong emotions when people think of your brand.
If your brand isn't iconic, yet you've still amassed a sizable following, you'll want to be cautious about completely redesigning your logo. In these circumstances, you can make little updates without taking away from the original significance and strength.
In contrast, a significant logo redesign may indicate that you are departing from tradition. This is something to do if you want to brand your company with a completely different approach.
But exercise caution. If the audience perceives the change as a transgression of your brand values, or an effort to obliterate a cherished brand heritage, this strategy may fail.
Logo Usage
When you go through the process of redesigning your logo, take all use cases into account. Also, consider how your logo will appear in magazine advertisements, billboards, and even on the side of your company trucks, in addition to how it will appear in print and digital formats.
As noted earlier, a design that works online might not work so well when it is magnified and used offline.
Final Thoughts
A well-designed logo is a critical part of any business. Not only does it help to distinguish your company from others, but it also signals to customers and clients that you are a reputable and credible organization.
Your logo should look fresh and up-to-date. Revisit your logo design every two to three years or when there are significant changes at your company.
Keeping your logo design up-to-date will create a more positive perception among customers, help attract new business, and boost your overall growth.
FAQs
Q: When should a company consider updating its logo?
A: A company should consider updating its logo when the current design looks outdated or no longer aligns with the company's evolved business focus or growth.
Q: How often should a logo be updated?
A: It's recommended to revisit and potentially update the logo design every 2-3 years or when the company undergoes significant changes.
Q: What should a company consider when designing a new logo?
A: Companies should consider preserving brand identity and customer recognition if the existing logo is iconic. They should also ensure the new logo design is versatile enough to work well across various platforms (print, digital, and large formats).
Q: Why is it important to have an up-to-date logo?
A: An up-to-date logo creates a positive, modern perception among customers, helps attract new business, and supports overall company growth and evolution.
Q: How can a drastically new logo impact the brand?
A: For established brands with an iconic logo, a complete redesign risks losing customer familiarity. In such cases, it may be better to consider making minor updates instead of a total overhaul.
Q: What are the risks of not updating an outdated logo?
A: Not updating an outdated logo can cause the company to be perceived as dated, stagnant, and resistant to change. It may also fail to accurately represent the modern company.
