Should I update my logo or rebrand it?

The thought of a logo redesign could seem daunting at first, but it doesn’t have to be. Refreshing your logo or rebranding is an excellent way to let your clients, customers, and brand-followers know that you’ve evolved.

As humans, it is necessary to visit the doctor for a routine checkup. You should practice similar check-ins with elements of your brand. Is your logo working for your brand or does it need reconstructive surgery?  

When rebranding O’Brien & Levine we discussed what value do they bring to their clients/users of their service. They are a leader in their field and their new branding (website, message, logo, emails) tells the story of a leader.

Branding, identity design, and logos play a huge role in the perception of your company

They send signals to potential clients and help guide their decision-making process. When you invest in brand identity, you make it easier for a client to buy your product or service and that helps build brand equity. 

Upon evaluating your brand’s health you may realize that everything is perfectly functional. But does it still represent your company? Identity design dictates how the brand appears to your audience and includes the visual aspects that form part of the overall brand. 

Your logo shows customers and users the condition of your brand’s health. Think of the logo as the spine –– essential to the function of the body; it is the central support structure and the first thing that is associated with your brand. It’s the initial impact your clients will experience upon viewing your brand.

Never underestimate the power of familiarity. When you hear Nike… can you picture the swoosh? Their symbol does not even need words. That is brand recognition. That is a logo that continues to say Nike is a global label that refreshed its logo over time – evolving into one of the world’s most recognizable brands. 

Think about the last time you made a decision between two companies

Did the visuals sway you?

We eat with our eyes first so if the brand visuals are not appealing they will not be considered first, if at all. When a customer is shopping and sees a familiar logo pop out at them they’re more likely to grab that product than the sea of others that are surrounding it. Why? Because it’s eye-catching and familiar.

“Brand Identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible.” – Alina Wheeler 

Benefits of redesigning your logo 

A key advantage to refreshing your logo is the ability to reach new customers, and to show existing customers that you are evolving — not in a trendy way, but with modern best practices. It is a rare company that does not evolve its logo during the companies lifetime.

Look at your competitors — and don’t be fooled by saying you do not have any. Everyone has competitors. Does your logo look as fresh as theirs? Could their logo sway your audience to try them out?

7 things to think about when considering a redesign

  1. Are there elements of the current logo that have to stay?
  2. How do your customers feel about your logo?
  3. Has your audience changed?
  4. Has your product or service changed?
  5. Are you facing new competition?
  6. Does your logo have meaning?

5 ways to fix your logo during a redesign

  1. Evaluate your brand message
  2. Simplify the design
  3. Change the lettering (font, typeface) to something that is more modern
  4. Change or adjust the colors
  5. Make sure it is flexible to fit small and large applications, vertical and horizontal as well

Not everyone has to change their company logo completely. A refresh can go a long way. If your logo is a wordmark (freestanding word or words)  — a well thought out exploration of a new font can be a substantial update. You can also change an icon without changing the lettering to refresh your branding. It is important to strategize with your designer to make sure your logo is relevant to your company/brand.

So do you need a new logo or design?

A brand refresh is an easier path to take but, but might not be right for everyone. It can include:

  • Tweaking your logo
  • Updating your tagline
  • A new spin on your color palette
  • Refreshing your marketing materials
  • Changing the lettering (a new typeface/font)

On the other hand, while a refresh updates your identity, a rebrand completely transforms it.

  • Change a customer’s perception about a service or product
  • Your competition is growing, so a brand needs to evolve as well
  • Your audience is changing
  • The current identity is out-of-date
  • Creating a new personality
  • Establishing yourself within a different market
  • Overhauling your entire image

If changing your company logo still seems like a daunting task, Let’s talk. My problem-solving skills and working in tandem with a brand expert who can get the right words to accompany the visual, I can help you decide if your current logo is bringing you brand value, or bringing it down.

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