A good logo can have a big impact on your business. Sometimes companies get it right the first time (think Nike) and never have to revisit their logo. But more often than not, a logo has to be tweaked or adjusted to keep up with shifts and changes in your business. This is especially true for businesses with longevity (which is not a bad problem to have)—the logo you created in 1974 is probably not going to speak to customers in 2018. And there are other legitimate reasons to pull your logo off the shelf and give it a solid once-over. When you do, you may discover that it is indeed time for a redesign.
Here are five signs that it’s time to work on a new design:
1. Your logo doesn’t adapt well to digital media.
If your logo was designed for your storefront 15 years ago, it might not be optimised to work well on a website or on social media platforms such as Facebook and LinkedIn.
It may have looked great on a sign or in a Yellow Pages ad, but businesses today promote themselves in a lot of new ways. It’s important that the logo works across several mediums.
Entrepreneurs should ask themselves these questions: Can the logo be sized up or down and still be readable? Does it look good in black and white? Can you derive an icon from it? Does it make an appealing button for a mobile app? If the answer to any of these questions is no, it may be time for a new logo design.
2. Your logo doesn’t represent your current business.
Over time, most businesses evolve. It’s not uncommon for entrepreneurs to start out with one product or service, then grow and diversify into something quite different. If your logo doesn’t reflect what you currently offer, it’s time for a rebranding.
A logo isn’t about where your business was in the past, a logo should be aspirational, capturing the essence of your business today as well as where you’re headed in the future.
3. Your logo was a do-it-yourself project.
If you created your logo or had a friend of family member create it, it may be time for a professional to step in.
Companies such as Apple have become very successful due in part to their emphasis on design. As a result, our world has increased its expectations of design.
If you’re not receiving compliments on your logo, it probably needs to be redesigned.
4. Your logo isn’t as appealing as your competition’s.
Social media review sites such as Yelp have made the business world increasingly competitive. Look at your competitions’ logo designs. If their logos are more appealing, it’s a good indicator that yours needs an update or change.
If you’re not sure, compare your social media following to your competitors’. If they have more fans and followers, it may be time for a new design. Don’t underestimate the impact of good design.
5. Your logo is too complex.
The growing trend in logos has been towards simplification in design. Gradients and drop shadows used to be popular in logos, but these techniques are starting to look dated. They’re also difficult to translate across some mediums.
Instead, choose a simple logo design that utilises up to three colours. Choose a flat matte look. One indicator that your logo is simple and effective is if it can be used in a transparent form as a background and still be recognisable.
Is your logo in need of a redesign? Or do you need to speak with a specialist regarding your business brand or marketing? Then get in touch with the team at Brio Group today on 07 3368 3136, and see how we can help you grow your business.