If you have recently realized that your current logo does not accurately represent your company’s strengths, then you might be feeling the stress and pressure of making a change. Your logo represents your company’s identity; it should be impactful, memorable, modern in its design, and convey a powerful message. If you are redesigning your website for a fresh look, you also will want to take a second look at your logo.

Here are some key elements to remember when redesigning your logo.

Simplicity: A common mistake we see in many companies’ logos is the tendency to over complicate them. A good logo is simple and clean and can be quickly understood. The goal is to design one simple symbol that embodies all of the complexities of your company. If you try to incorporate too much into your logo it becomes too busy and actually it can be distracting.

Memorability: A successful logo is memorable and recognizable. If someone sees it again, they should immediately be able to associate your logo with your company. You might be tempted to come up with something that is similar to a competitor, especially if their logo is working well for them. However, you never want a logo that could be confused or mistaken with a different company. Uniqueness is so important here, so it is better to be creative and come up with something totally new.

Timelessness: This is a tricky balance. You need a logo that not only has modern or up to date design elements, but also is timeless and long lasting. Put yourself about ten or twenty years down the road. Will your logo still be relevant and relatable? This is often hard to say for sure, but gives you a great goal to strive for.

Versatility: In today’s multi-platform world your logo is going to be seen in many more places than just your storefront. A good logo needs to be versatile to look good in print on business cards and flyers, but also needs to be used for digital branding on your website and online advertisements. Something very important to consider, is can my logo be sized down to fit a mobile app icon? Consider whether or not your logo will still be recognizable at such a small size.

Appropriateness: One of the most important (and often overlooked) logo criteria is its appropriateness for your intended audience. Think about your target market and what resonates with them. Does your logo reflect their interests? There are certain design elements that will be more relevant to a younger audience, while an older group of people might appreciate something more traditional. This same principle applies to many other market segmentations, so do not undervalue extensive research on what your target audience wants to see.

There is a lot to remember when redesigning your logo. As the face of your company you want it to look professional, so we recommend hiring professionals. LOJO uses professional web and graphic designers to create great logos for our clients. These designers are trained to incorporate all of the above listed elements into a fresh, successful logo. Contact us for a consultation today!

Written by Nicole Richards