Google recently sent the tech world into a twitter on Twitter after it altered the look of its logo. With what amounted to little more than a change of font and a tilt of the “e,” the company built a buzz around its brand.
While Google’s logo change was greeted with fanfare, there have been other brands who have endured ridicule upon announcing that they were planning to revamp their logos — Gap, Pepsi and USA Today come to mind.
Your company’s logo may not be as iconic as Apple or the Golden Arches, but you probably put a lot of thought and effort into its design. But how do you know if it’s time for a logo overhaul? Here are some helpful tips.
Is your logo outdated?
Does your logo look like it was created on an Apple computer from the 80’s? Then it’s time to update. Certain color combos, fonts and shapes remind us of a certain decade and may make your brand seem dated.
Conversely, if you selected a classic font or design, leave it alone. Coca-Cola hasn’t changed its look in a century and probably never will.
Are you offering more services?
Is your company expanding into new market categories or merging with another company? Then it might be time to update your logo to let your clients know that you’re offering new services. Make sure your new logo is different enough from the original that your customers notice and ask about your new offerings.
It might help you save some money…
Are you looking to keep costs down to a minimum? Logos with a lot of colors can cost you more at the printer when it comes to letterhead and signage. Also, take a look at the complexity of your image. While a sophisticated logo may look good on your office door, intricate images don’t look great on when you scale them down for business cards.
But be wary of brand design firms
If your heart is set on a logo redesign, by all means hire a firm to consult on your look. However, if you’re on the fence, beware. These firms have a vested interest in redesigning your logo in order to collect the extensive fees that go along with the consultation and design work. Of course they’re going to suggest an update.
And always ask, is it worth the expense?
Will you gain more clients with your new logo? That’s difficult to determine, but you might want to solicit some feedback with a survey among business colleagues or a focus group. If a logo change doesn’t attract interest, then it might not be worth the expense.
In addition to the cost of a logo redesign, be ready to update every location where your logo appears. Consider that you will have to update websites and office appearances, in addition to contacting all of your brand partners. Do some prep work ahead of time so you know every space the public sees your logo and try to update all appearances in as short a period as possible.
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