The logo is a crucial part of a business’s marketing efforts. A logo shapes the brand’s personality; it helps build brand identity; it’s the visual people can glance at to identify an entire company.
Unfortunately, there is no such thing as a final logo. Or at least there shouldn’t be. Between years-long shifts in style trends, changes within the company, newer audiences, and newer competitors, original logos can and will become out of date or out of touch with the current company. The design may no longer represent the brand it once served well.
It’s normal to feel hesitant about making revisions to a well-known design that has represented your brand for so long. But consider all the national brands who still thrive among their target markets after revising their already established and great logos:
- Burger King
- Ford Motors
And the list goes on.
Although these are all widely known, globally successful companies, local and regional companies often succeed in revamping their logos when the time comes, too.
A redesign should not be taken lightly, though, especially if you are a well-established brand. Like with any change, people are going to react. The ones who are very familiar with your brand identity (think early and older audiences) could struggle with the change; people trust what they know, and a new logo could signal to them a change in that trust. However, younger and newer crowds might be more receptive to something fresh and new; a redesigned logo could create a brand identity that is more in tune with the next generation.
Ultimately, you have to decide if and when a redesigned logo is necessary to reform your already strong brand identity. If you are considering redesigning your brand’s logo, answer this question: why?
Why do you need to redesign your logo? Let’s look at six reasons:
1. Your company is changing the direction or scope of services
If your company is changing the direction or scope of services you offer, it might be time for a logo redesign. People need to know what your company provides when they see your logo to avoid confusion.
Consider Amazon. The company began as an online bookstore, and its original logo was the triangular shape of an A with a river-like design flowing in a downward diagonal direction. Now, the logo is the word “Amazon” with a curved arrow connected from the A to the Z, indicating they offer everything from A to Z.
It’s important for your visual brand to line up with your current brand’s message.
2. Your brand identity is evolving
Companies that evolve with the times are the companies that succeed. If your brand identity is changing, your logo might not accurately represent your brand’s story any longer. If this is the case, it’s probably time to consider redesigning your logo.
For instance, Federal Express launched its services in 1971. Their logo consisted of the company name with Federal in white letters against a navy-blue background and Express in red letters against a white background. When the company name changed to FedEx in 1994, it needed a complete redesign to represent the new brand identity. The redesigned logo with Fed in purple and Ex in orange has successfully represented the company ever since.
3. Your company is undergoing a merger
If your company is merging with another, consider tweaking your current logo to represent both companies as a whole.
Take Sirius Radio and XM Radio, for example. When these companies merged, the new name became Sirius XM. Sirius’s original logo was its name–Sirius Satellite Radio–in blue letters with an image of a dog. XM’s original logo consisted of its name–XM Satellite Radio–in yellow letters and centered among two sets of radio waves. The logo now representing the new Sirius XM has similar brand colors to Sirius’s original design with the radio waves from XM’s original design.
4. Your logo does not have any consistency standards
Having brand guidelines ensures consistency anywhere your logo is used. From the font(s) to the color palette, alternate design variations, and usage standards, it’s essential to stick to the brand guide following the logo creation process.
If your brand guidelines are not strictly laid out, you and others could unintentionally misuse or distort the company representation or cause confusion–even distrust–among your audience. If that’s the case, it’s wise to officially redesign the logo and stick to the branding guidelines from that point onward.
5. Your logo looks extremely outdated
It could be time to redesign your logo if it’s outdated. Whether it appears pixelated and blurry when enlarged or it has old elements that age the logo significantly, it’s probably time for a visual upgrade.
You may have noticed a general shift in design trends over the past ten years among the logos of major corporations. Many logos went from having 3D elements that made them “pop” to more minimalistic elements that have flattened them significantly. Think Warner Brothers, BMW, and Google Chrome. All these logos and icons had a 3D look before the companies changed to new, more simplistic designs.
These changes did not happen on a whim, either. Maximalism has been out of style for a while now; simplicity is in.
If your logo feels outdated compared to the more current logos of the day, consider redesigning for a fresh, upgraded identity.
An article published by Forbes discussed the importance of having the right logo:
“The right logo says everything without saying a word. It connotes feelings of honor, trust, pride, excellence and integrity. It conveys a series of virtues and a set of values without pages of copy and a team of copywriters. It evokes a sense of connection between a brand and consumers. It establishes a bond between a company and its community of fans, friends, critics, allies and champions.”
How M&R Can Help
Are you interested in an updated logo? Our team of creatives will guide you through every stage of the logo redesign process. We will make sure your brand is represented in a way that speaks to who you are and connects with your target audience. If you’re unsure if it’s time for a logo redesign, reach out to M&R, and we’ll offer beneficial and trustworthy insight!
Be sure to check back on our blog to find out how you should redesign your brand’s logo!