Everywhere you go, you can’t help but be bombarded by logos! They’re all around you all the time, even when you’re not paying attention.
Your logo is usually the first impression a potential customer or client has of your company. It can mean the difference between someone choosing to move any further in their consideration of your brand.
“a well-designed logo is a reflection of the business it symbolizes. It connotes a thoughtful and purposeful enterprise, and mirrors the quality of its products and services.” – Paul Rand, graphic designer responsible for logos like ABC, IBM, and UPS
But, is your logo effective? Does it communicate clearly to the public? Does your logo stand out in your marketplace, or even your industry?
These are all questions you need to consider as to if your current brand is working for you.
Here are 9 signs that you may need a logo redesign for your company.
YOUR BRAND STRATEGY HAS CHANGED OR DOESN’T CURRENTLY EXIST
Do you have a brand strategy? If not, STOP RIGHT THERE! Go through the process of having the brand strategy completed before you do anything else!
Why? Your brand strategy speaks to EVERY piece of your brand.
It helps you put onto paper who you are as a company.
It’s a guide post as to the types of fonts, colors, phrases, shapes, etc, that will shape your entire brand.
It gives you guidance as to who your consumer is.
It helps you find and work towards solidifying your position in the market.
It allows you to define what you want people to feel and know about your company.
It helps you figure out what the primary messaging is that you will communicate into the marketplace.
If you don’t have one of these, don’t do ANYTHING ELSE with your brand until this all has been defined! A brand strategy guides you in the direction of EVERY piece of your marketing executions for the next seven-to-ten years.
YOUR COMPANY HAS OUTGROWN YOUR CURRENT BRAND
When was the last time you audited your brand and your logo? Did you have the logo designed on Fiverr? Does it match up with your brand strategy?
At some point, even if you’ve never really dug deep into your brand or made sure your logo reflects the message you want in the marketplace, you’ll need to.
We had a client whose company logo reflected the exact OPPOSITE of what their brand was.
No. Seriously.
They wanted a feeling of “cleanliness” from their logo, but they used a mustard yellow which, psychologically, conveys uncleanliness. In other words, their logo was communicating the OPPOSITE of what they wanted to convey.
If your business has outgrown your current visual identity, a redesign is in the cards.
YOU’RE INTRODUCING A NEW PRODUCT OR TAKING A PRODUCT/SERVICE OUT OF THE MARKET
If your business is changing it’s strategic direction, a redesign can help refine the look and feel of your business and allow you to reflect your new or updated products/services in your new visual brand.
CHANGE IN OWNERSHIP
When new ownership takes over a business, sometimes they want to put their own stamp on the organization. You know, sort of a “fresh start” situation.
CHANGE OF PERCEPTION
If the business has had negative PR or has encountered a situation where there has been irreparable damage to the brand name, a change of logo may be required.
This can give a brand a fresh start and the chance to rebuild trust in the marketplace.
YOUR COMPETITION HAS A BETTER BRAND THAN YOU DO
We get it! When you first started your business, you didn’t care as much about the look of your logo. You were just hoping you could lead your company to growth year-over-year.
But, now that you’re established, if you realize that your competition’s website or logo looks better than yours, it’s time for a redesigned logo and visual communication system.
Maybe their brand is more established. It could be that they’ve been around for 20 years more than your business has been. Or, it could be that all of their marketing looks cohesive.
Then, you look at yours, and you realize that it doesn’t compare to theirs.
Taking the time for a logo redesign and a brand overhaul could help you start to establish your business to be stronger in your marketplace.
YOUR BUSINESS MIGHT BE FAILING OR YOU’RE SEEING YOUR PROFITS FALL
If you’re seeing your profits shrink or your gross profit is continuing to decline, restarting your brand look with a logo design could be a smart move.
Having a newly redesigned logo could catch your market’s attention, thus bringing more awareness to your brand.
It could also show your audience that you’re serious about getting their business.
This can even include if you’ve had a logo redesign done within the past year or two, and it’s just not connecting with your audience. A redesign could help you create the right connection with your audience.
BECOME MORE RELEVANT
When a business says “this is how we’ve always done things”, you know that a decline is in the cards.
If you’ve had your logo since the 70’s, and it hasn’t been updated at all over the years, having a new logo designed could bring your brand more up-to-date. This can help your brand connect with TODAY’S consumer.
Does this mean you need a massive overhaul? Not necessarily. But, bringing your logo up to today’s design standards makes your business look more relevant, thus connecting with your audience.
SUMMARY
There are loads of reasons why a logo redesign could be smart for your business. Sitting down and taking a hard look at your brand would be your first step and, if you find that it’s just not living up to what your business deserves, it’s time for a logo redesign.
Commentaires