Now is a really good time of year to ask: What can we do to make business this year better than last year?
For you, the answer might not be about how you do business, but instead, how people perceive it. Perception is a large part of the decision-making process. Even if we do our research, ultimately we make our decisions based on perception. The undeniable truth is this: a logo speaks volumes about how potential clients see you — it helps build your credibility and memorability all at once.
Think about the last time you made a decision between two companies. What swayed you? Did visuals matter? I bet they did —even if you don’t consciously realize it.
Let’s say you do the exact same thing as your competitor. You both remove trees. Even if you have a better history of service and higher caliber equipment, your prospect sees you as the same…tree removers. Your logo is your chance to stand apart. If you’ve got a logo from the 1970s, and your competitor has one that’s fresh and current—who do you think prospects will choose? Your logo can be the difference between a new customer and a non-customer.
Now, you might be thinking:
“But our business has been around a long time. We don’t want to lose brand equity.”
I get it. A strong logo should stand the test of time (to a certain extent). Even if your company stays exactly the same over the years (which most don’t), every logo still needs to be refreshed so it doesn’t have cobwebs.
Fact: Your logo can and should evolve.These longstanding companies have retained brand equity while staying relevant. Take a look and the logo evolutions of Starbucks and Shell.
• The Starbucks logo went from an intricate mermaid that was brown, like coffee, to today’s larger, simpler, green mermaid.
• In its first evolution, the Shell logo didn’t have any color. Today’s logo is vibrant and modern but still reflects the company’s history.
Fact: You don’t have to do everything at once. “If we redo our logo, we have to redo everything.” Not true. If you choose to revamp your whole brand presence, it can be done in steps. The modernization of your logo can also be done gradually.
Fact: No matter what, your logo should be authentic, relevant and current. The longer you wait—the older it gets—and the more potential clients who go elsewhere.
Should your company resolve to create a new logo this year? Here are some questions to guide you. If you answer “no” to more than 5 of these questions, it’s time for a new logo.
Is it time for a new logo?
1. Can the logo be sized up and down and still be readable?
2. Does it look good in black and white?
3. Does it always have to sit on a white background because you only have it as a jpg?
4. Does it reflect the evolution of the business? Where your business is today? For example, has your business grown and changed over the years?
5. Is it too complicated? Over-the-top logos confuse and frustrate people. It’s a good idea to strip down complicated visuals.
6. Does it have mulitple colors? Too many colors is a sure sign that your logo has been around too long.
7. Has your market changed? If your audience has shifted, it’s time for a new logo.
8. Have your competitors updated their logos? If your competitors are upgrading their logos and you’re not, it immediately makes your logo outdated.
9. Are there subliminal elements that nobody gets but you? Maybe you have a dog in your logo because you love your Labradoodle, but your company’s name is Allied Tree Service. If there’s a disconnect for everyone who’s not “in the know”—it’s time to revamp.
10. Does it just look old (and not in the retro-hip way)?
Answered no to at least 5 of these questions? Then it’s time for a new or refreshed logo. Even if it’s for your eyes only, fill out my logo questionnaire. And if you’d like my insight, email it to me (firstname.lastname@example.org) and we can discuss next steps.