Your Brand Logo – To Update or Not To Update – That is the Question

Posted by: Laura Hills, VP Marketing, Dydacomp

Yahoo! unveiled its new logo design recently and it has opened up the conversation about the value of logo redesigns for companies and brands. There are no hard and fast rules for when it’s time to update your company or brand logo.  Some companies can go for decades without a change and other companies make it a part of their marketing strategy to update or change their logos on a regular, pre-planned basis. Sometimes all it takes is a comment about the logo, whether from management, on social media or from the business owner that gets the process started.

In 2013 many well-known companies including Facebook, Hooters, Ernst & Young, Instagram and Procter & Gamble made changes to their logos. For the first time in its 19 year history, multinational internet corporation Yahoo! redesigned its highly identifiable logo, issuing a “logo a day” over a month for people to weigh in on. Most logos are introduced and accepted without incident.  However, in 2010, The Gap unveiled a new logo that was met with universal dislike, prompting this high profile retailer to ditch their new logo and return to the old.

The purpose of a logo is to get the attention of your audience and make a positive impact and lasting impression.  It should enable easy and instant recognition, conveying who you are and a realistic image of what your company and/or brand represents.

How do you determine if your logo could use some updating?  And if you decide to make a change should you go for a full redesign or just some more up-to-date touches?  We’ve provided a few things to consider when evaluating these questions.

Is Your Logo Showing Signs of Age?

Just as clothing goes out of style (think of shoulder pads or parachute pants from the ‘80s), fonts, popular colors and images can make your logo look dated.  Even classic clothing – think trench coats – get refreshed every now and then with new colors and updated styling.  Often all that’s needed is an update to remain current to capture the attention of today’s digitally savvy audiences.

You can make simple changes that will enable you to retain your logo’s original design while updating its look. Subtle changes may help you attract new customers while remaining fully recognizable to existing clients.  Look at Facebook’s new logo and see how a simple change (no definitive bottom to their well known lower case f) makes a very distinct visual difference.

Who Originally Designed Your Logo?

Today’s logos need to translate across more media channels than ever before. Companies may not always budget for professional design services to create a logo and build their own logo without the benefit of a design professional.  Although these logos may look nice, they don’t always work from a technical standpoint and may not transfer from online to print or from a PC to a tablet, phone or other mobile device very well.  It is always a good idea to have a professional design, or at a minimum, review your logo to be sure it works across multiple media.  Even professionally designed logos may need to be changed or updated from time to time and this should be handled by a design professional for the best results.

Has Your Company Undergone a Major Change or Transformation?

There will be times when updating your company or brand logo will be necessary.  Major business changes, such as a new name, change in ownership, business focus, merger or acquisition, new product introduction, pursuing a new audience, or business expansion may all warrant a change to your logo.

You may find that you no longer stand out from your competitors and need to find ways to differentiate yourself. With your logo being one of the first things a customer sees, it is good to have a logo that stands out from others in your industry and readily identifies your company and products.

New Logo or Rebrand?

Rebranding is a larger decision.  Companies consider rebranding for many of the reasons listed in the above paragraph, but the change may go deeper than just the company logo.  Rebranding can include the company image, product lines, individual products and beyond; often eliminating an old brand and introducing a new one.

Your website and/or storefront are places to showcase your brand image.  Refreshing the image through a change in logo design is an investment that can carry your business to the next level and make a huge impact on your company and/or brands’ creditability and success.

For a fun look at popular company logos that have changed significantly over time, click here. (http://www.hongkiat.com/blog/logo-evolution/)  For additional information on updating your brand logo, check out “9 Answers To Why, When And How You Should Update Your Brand Logo” at http://eleventygroup.com/site/2013/09/11/why-when-and-how-you-should-update-your-brand-logo/.

 


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