Redesigning Your Logo – What You Need to Consider

Friday - July 19th, 2013

Written by: Tristan Pelligrino

Redesigning Your Logo – What You Need to Consider

If you’ve ever looked at your logo and suddenly felt as though it was outdated, you’re not alone. Major corporations and small businesses alike have updated their logo to reflect the evolution of their brand. However, changing a logo can also be a risky move. Because a logo is the most iconic image for any brand, an update can be a devastating or rewarding risk.

First, it’s important to determine whether or not you even need to update your company’s logo in the first place. Common indicators that you need a new logo include:

  • Age. If your logo is obviously dated because of its color scheme or the design itself, an update could be an opportunity for a major shift in marketing. Age is an issue for older companies that created a logo that was once trendy but appears dated today. Especially in today’s internet age, it’s important to consider a logo that also appears web friendly.
  • Confusion. Your logo should be memorable and easy to associate with your brand. If you’re unsure about this, feel free to conduct a survey to determine the value of your logo. Some logos are bad from conception and aren’t fixed until a problem manifests itself later. One of the most famous cases is Firefox, which used to feature a flaming bird (goose?) as its logo. Obviously, a fire goose is completely unrelated, so the logo eventually evolved into a curled fox with a tail of flame.
  • No one likes it. When Starbucks tried tweaking their iconic logo, they received a major backlash on social media. They quietly undid the change and reverted to the old logo. If your customers don’t like your logo, then it’s probably time for a change.

So once you’ve determined that it’s time for a logo overhaul, take your time to give your company’s image an update. One of the major considerations is whether you want to simply tweak your existing logo or give it a complete revamp altogether. Feel free to get some ideas from brands that have successfully modified or replaced their logos. Some recent examples of successful logo redesigns come from Jaguar, Microsoft, and iTV. Spending time considering all aspects of your logo allows you to bridge the dots between business and design.

Remember that it may take several attempts for a new logo to be developed. Invest in multiple redesigns and test the options for the best result possible. Furthermore, be sure to specifically define the reason for the update. For instance, are you updating your logo to have a more modern look or to have a more distinguished one? Having a clear purpose makes it easier to select a new logo because you and your team will know exactly what to look for.

As the new logo is developed, be sure to take your unique selling point and brand positioning into consideration. You’ll want your logo to serve the company for years to come, so it’s important that it has long-term value in its design and practicality. Distinguish all of these elements not only from your own standpoint, but from the viewpoint of potential customers as well. By keeping these considerations in mind, you’ll accomplish the desired image for your company!

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