Why a Logo Refresh Should be Your Next Big Project
First impressions are essential in business. When potential clients see your logo on the side of a building or on your homepage, it creates an immediate impression of the company as a whole — yes, just by looking at your logo. If it’s outdated, then what does that say about your company?
Logos are crucial to the perception of your company. With that in mind, it truly matters what your logo looks like. What emotions does it evoke? Is there intention behind the colors, fonts, and/or mark that’s used? Is it visually relevant?
If your logo is no longer a current reflection of your company, it may need to be updated without completely losing the visual equity of the brand.
Why should a logo refresh be your next big project?
Your logo is stylistically outdated
One of the founders may have sketched out a symbol on a cocktail napkin, and that became the company’s logo. As a company grows and succeeds, that amateur logo no longer visually reflects your company. If your logo has established brand equity as a visual representation of your company, you don’t want to lose the market’s ability to recognize it. A well designed tweak may be all your logo needs to establish relevance today. For example, Hertz is still such a recognizable brand, even after their logo refresh. Their established consumer base can recognize the bright Hertz yellow and the black, slight italicized type, but a simple removal of their outline and drop-shadow makes their mark more modern.
(Image source: Medium.com)
You have changed your product (and maybe your audience has changed)
If your mission and/or product has changed since your company began, then your logo might need an adjustment as well. Tiffany & Co., a company well known for their iconic blue box and jewelry, initially started as a stationary and fine goods company. When they focused in on sterling silver, especially in jewelry, their audience demographic and business model changed. They did not change their logo completely, but refreshed the typeface for a cleaner, simpler look. That said, if your company values, mission, or product has shifted, you want your new logo to reflect that.
(Image source: new – Tiffany & Co.; old – silvercollection.it)
The company has been acquired by someone else
Often times businesses debate a logo refresh if there’s a merger or an acquisition. There’s usually no reason to keep your original company mark, especially if there might be a name change. If both companies are equally as prominent, the logo should be updated, and could highlight elements of both companies’ original marks. For example, Traveler’s Insurance, an insurance company known for their red umbrella (to keep you covered), merged with Citicorp to create Citigroup. Citi kept their original logo, but designer mastermind, Paula Scher, added the red arc over Citi to refer to Traveler’s original umbrella. There is no better time than after an acquisition or merger to give your business logo refresh or rebrand in order to visually announce the launch of two companies coming together.
(Image source: designreviver.com)
The company is growing (now you have the resources to invest in a new design)
When your company began, your funds may have been restricted, and a company logo was not a priority since your focus was on sales. With growth, the company’s emphasis often shifts to how it should align with your competition. As a result, branding becomes an important differentiator, especially if you are new to the marketplace or are a challenger brand.
Two iconic brands—Coke (established brand) and Pepsi (challenger brand)—have been neck-and-neck in logo updates since the late 1800s.
(Image source: Pepsi – risingabovethenoise.com; Coca-Cola – Evolution of Logos)
All of these reasons should be considered when refreshing your logo or rebranding your company. Times change and affect how audiences perceive your logo, so it’s important to keep a logo refresh in your mind. Considering one? Reach out to us at firstname.lastname@example.org for more information or a consultation!