Deciding when to change your logo is a big consideration as a business owner. Having an identifiable logo is what most businesses desire. The more recognisable a company's brand is, the easier it will be for them to succeed. When trying to create the best logo working with experts is a must.
If you have had your logo for a long time, you might notice flaws and want to change your logo. The last thing a business wants is a logo that doesn't represent its brand, values and mission. A logo re-design may seem daunting at first, but investing in a new logo can pay off massively.
Here we will go through the signs you may notice when it is time to get a new logo.
Your Logo Is Outdated
Although there isn't an expiration date on any logo, you should ask yourself if your current logo is indicative of your business. For example, has your business grown since it began? If so, consider an update to your logo. In many cases, a subtle change to a logo is what a business need.
If you created your logo in the 80s, it might be time to enter a more modern era. Getting a more updated logo is a great way to show customers your business is always growing. It is also a better way to get across different platforms, for example, social media. Is your logo optimised to work well on Facebook and Twitter? If not, it might be time to look at your competitor's logo and get some inspiration that you can use for the design of your company's logo.
Coca-Cola is a great example, as small adjustments and adaptations have been made. The original wordmark was created in 1905 and now almost matches the current version. Therefore, this is a great example of a logo that has been around successfully for over a century. In fact according to research, the Coca-Cola logo is recognised by 94% of the worlds population!
No Longer Relevant
One reason to have your logo re-designed is to ensure it remains relevant to your brand and your audience. It's common for businesses to start with one product/service. Then, as the company grows, the business becomes something different. If your logo doesn't reflect your current brand and what you currently offer, it is time for a re-design.
An example of this is the company Lego. When the business launched in 1930, its logo was a typographic that used calligraphic, serif font with a dark navy colour scheme. Although the logo worked well at that time and was effective for the company, as time passed by, the logo became less relevant to the brand.
However, the business over time has changed a lot, and now Lego is known for creating block toys for children. Their current logo successfully communicates with the young gun characteristics of the brand.
Too Complex
Big brands, such as Apple or Nike, have a very simple design, and this is due to two main reasons. First, logos can be used anywhere and will be recognised and effective in doing so! Brands like Apple tend to use 'less is more which makes it easy to re-brand and use the logo in just about anything!
According to a study, words are processed by the human brain 60,000 times slower than visuals. Because of this, most companies choose visually distinctive logos. This is why having a simple yet effective design is what most big companies go for, as the human brain chooses to remember images over words.
It Doesn't Create A Response
In the past year, new businesses have started a trend of fun logos. Therefore, designers use creativity and sometimes humour to design their logos to make them unique and for people to recognise the brand instantly.
French Connection implemented an 'FCUK' logo represented on multiple designed clothing. This logo is designed to prompt a response from the viewer. If the audience responds by laughing or being shocked, the logo has been successful by evoking a feeling and sticking in the audience's mind.
The type of font and words used also affects how the audience remembers your brand. According to research, 47% of the most popular font is in all caps when it comes to logos, as it stands out to the audience and the brain remembers the brand.
Having a logo is like having technology. When it gets old, it doesn't work as well as it did, and you end up replacing it. You should treat your business logo the same. If it isn't getting the results you expect, then it is time to contact a professional and have a re-design.
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