Your logo is the “public face” of your company and often the very first impression that a client has of your brand. For that reason, it is definitely worth the time and attention to periodically reevaluate the effectiveness of your current logo. Here are 5 signs that it might be time for a fresh look.
- Your company expands
Think back to the first day you opened your company’s doors. Chances are things are not still exactly the same today. You might offer new products or services, or maybe you just operate on a much larger scale. It is important that your logo is a symbol that can represent all aspects of your brand. A fresh new logo is a great way to stir up hype and alert the public that your company is doing something new and relevant.
- Your logo doesn’t adapt well to modern media
If your logo was designed with a storefront in mind, or maybe just print ads, it might be time to reconsider your design. In today’s world your logo needs to translate to all of your marketing materials, including digital and print. Certain logos might look great outside your store, but they fall flat on a website or social media page. You should think to yourself, “How would my logo look as an icon? Would it look good as an app on a phone screen?” All these are important considerations that were not even factors of logo design until recently.
- Your competition is changing
While of course, you want to distinguish yourself from your competition and do something different, make sure that you stay aware of what changes they are making in regards to logo design. If your competition updates to a newer, more modern design, that might cause your design to appear outdated. Make sure that if you compare your logos side by side, they are of comparable quality; even better, make sure that yours outshines the others!
- Your logo is too complex
Maybe the best advice that can be given regarding logo design is, SIMPLIFY. Logo trends are heavily leaning towards a very clean, simple look. The danger of having a complex logo design is that it will likely not translate nicely across all mediums. It has to shrink down to the size of a mobile app or website icon and still be recognizable.
- You are trying to reach a new audience
As with all elements of your marketing strategy, audience is key. Keep in mind who you want to attract with your logo and what that group of people responds best to. A child audience responds to bright, vibrant colors and attractive images that grab their attention. A young adult audience might be more responsive to a neutral, sleek look. An elderly audience might be more interested in a classic look. It will be worth your time to test out different styles through surveys or focus groups among your target audience to learn what they want to see.
Written by Nicole Richards