With the emergence of new trends, many large brands and companies are also changing their logo and visual identity. With every major redesign of a brand, using a similar format, as in the case of Google or Instagram, many smaller companies are also considering the same questions: Why change your logo? When and how should it be modified or changed? Isn’t it an unnecessary risk. You will find the answers in this article.
A good logo speaks for you
What does your logo say about you? The first glance at your logo presents a profile of your company leaving an impression on people. Are you leaving an impression that is modern and innovative or amateur and out-of-date? A suitable logo has several major benefits, which all contribute to the specific brand. The main ones are:
1) The logo is an essential part of your identity – A good logo is a visual representation of a company’s values and products, services and even the feeling which unifies the brand. It’s not just that one image should literally express this, but a logo must sufficiently and easily be understood by people. For example the Nike logo. It’s a simple symbol, whose shape alone conjures the notion of movement and speed.
2) It creates a sense of trust – People make decisions based on feelings that they get from the brand, as well as from the visual. Try to remember the last bad logo that you saw. What did you think about that company?
3) It helps to differentiate the brand from the competition – Is your logo memorable or does it look generic and boring? Before you answer, think for a moment or scroll through Google.
When is it time to redesign?
How do you determine when it’s time to redesign your logo and visual communication? Here’s some advice that will help you decide.
1) The logo looks outdated
After seeing the logo, do you or our customers have the feeling that you’ve travelled through time? Just because your company or brand has a long history does not mean that it must be reflected in the design of the logo, which looks (or actually was) as though it was designed in 1980. People change as do trends and technology and designs.
2) The focus of your business has changed, but you maintain the original logo
We live quickly. Brands and companies are often forced to change their original focus, expand their business or establish other goals. For this simple reason, after time, the original logo may not reflect or properly represent the brand.
3) The logo doesn’t match the branding
Perhaps your company didn’t change, but simply, after some time, you changed the style of communication and the presentation of the brand as a whole. And, even if you still like the logo, in this case, it would be a good idea to consider modifying or changing it. The logo is a direct reflection of the brand and, therefore, these two parts should not differ.
Sometimes it’s enough just to refresh
Sometimes it’s enough just to refresh
If your brand is one of the more well-known ones or you have the feeling that a complete change of the logo would do more harm than good, then perhaps it doesn’t require a complete overhaul. As part of recent trends, many brands such as Airbnb, Guinness, Google, and Instagram have gone with a “refresh”. And even though, not one of these changes completely avoided negative comments, the ultimate result of making these changes ensured that these companies still appear modern and up-to-date. Take a look at how the 30 largest global brands have changed their logos by clicking here.
And what about your logo? Get professional feedback from our creative staff. It can’t hurt… 🙂
