In many cases it’s the first thing people see when purchasing your product or service, it’s the face of your business, it’s the cornerstone of your branding…it’s your logo. Let’s face it, that logo you had designed 20 years ago (which was trendy at the time) is starting to look a bit dated. Maybe it’s time for a logo redesign. Maybe all you need is to have it modernized and updated. You may have even noticed major brands making small modifications over the years which has essentially resulted in an evolution into their current logo. In many cases, they were able to keep the integrity of the original logo intact. Burger King and KFC are 2 prime examples.
Changing your logo is no small decision, however. It’s how most customers recognize your company and have grown to form a sense of familiarity. So before you jump on the swirl of revolution, here are 5 questions you should ask yourself regarding that key element of your branding.
Is Your Logo Still on Trend?
Simply put, this is another way of asking “Is your logo is outdated?” What does an outdated logo look like? Or what makes a logo look outdated?
This isn’t simply a case of a trendy vintage logo, which is a legitimate design choice. This is a case of a logo design looking so neglected and well-worn that it might as well have dust on it. What was trendy ten or twenty years ago may not play well with a modern startup.
A great example is Amazon’s original design. Would that logo still fit in with today’s aesthetics? The correct answer is no. There’s a reason why successful companies invest in branding and upgrade their logo. It realigns the logo with the company’s mission statement, ensures that it fits the company’s personality, and keeps the design look fresh and new. This is especially important to take into account if you’re undergoing a complete rebrand.
There are several companies who got it right from the start. Nike is a great example, but most weren’t given the good fortune of having a timeless, bold, and iconic logo stick with them through the decades.
Does Your Logo Communicate Your Message?
Your logo should send a message to the viewer: who you are, what you offer, and why they should choose your services over others. Every time your logo is viewed is an opportunity to market your business. If your logo doesn’t present the right message or doesn’t present a message at all, that opportunity is gone. That can be seen directly or indirectly, such as with font choice, color choice, and other logo elements.
Is the Font Choice Hard to Read?
Get honest feedback on your existing logo to determine how easy it is to read. Simply because YOU can read it doesn’t mean that it’s easy for others; after all, you know exactly what it says. If it takes longer than it should to figure out how your logo reads, choose a more user-friendly font. Time is of the essence when it comes to presenting logos. People aren’t going to stick around to decipher what your logo says. If they can’t read it, you’ve lost them.
Do the Colors Represent Your Product or Service Correctly?
One key way of communicating messages by way of logo is through color choice. There have been all sorts of research and data gatherings done on the effectiveness of color psychology, especially when it comes to graphic design. Certain colors tend to trigger certain moods. Blue is generally considered calming and soothing and communicates trustworthiness. Red tends to trigger a different set of moods…it’s enlivening, a call to action, which is why you see a large percentage of red logos in the food and drink industry. This can lead to a reversal of brand tone and personality with what your logo is trying to present. For example, if you have a dental business, it’s very unlikely that an apple red logo will effectively communicate a calm and relaxing mood to your potential clients.
Are You Speaking to a New Audience?
You have an established customer base that’s loyal and amazing, but you’re also ready to speak to younger consumers. A complete logo redesign may be just what the branding doctor ordered. It can be a fine line to walk, but play it right and your new logo will help you connect with a new audience and still maintain your customer base.
This is by no means an exhaustive list, but if your answers to the questions above have caused you to give your logo a hard and critical look, it may be time for a logo facelift. But there’s more than one way to give your logo a necessary change. You can simply modernize your logo or give it the full reboot.