We often talk with clients who want to “rebrand” or redesign their logo. While sometimes we agree it’s very much needed, other times we advise against it or suggest a logo “refresh.” So, how do you know which camp your logo lives in?
If you have a logo and are wondering if it’s time for a re-do, here are some key questions to consider:
- First and foremost, what’s the motivation behind the possible redesign or rebrand? Is there a business problem you’re trying to solve or is there more of an aesthetic reason like wanting an updated look? (Neither answer is good or bad, but the answer can help you and your designer decide how to move forward.)
- When viewing your current logo, is the typography (text) legible and readable?
- Do the text and images (or illustrations) remain clear and readable when the logo is reduced in size (as it would be seen on a mobile phone or business card)? Modern logos have the challenge of being viewed on devices like mobile phones and tablets so this is especially critical.
- Do you have versions of your logo that contrast well over both light and dark backgrounds?
- Does your logo relate to your desired customer and do they understand it— i.e. does it evoke the emotions you want potential customers to experience when viewing it? This is arguably the most important question to consider. Even if your logo is beautiful, if it doesn’t resonate with your ideal customer, it’s not the right logo for your business.
- Are the colors complementary to the logo’s concept and your customer? If the color palette is complex or doesn’t relate to your identity and brand personality this can dilute the effectiveness and readability of your logo, driving down your marketing efforts’ effectiveness.
- Do the elements of the logo (illustrations and words themselves) still hold relevant meaning to your company? It’s common for companies to evolve their offerings over the years (a good thing), and while we don’t believe your logo has to be a literal picture of what you do, it should relate to what you offer and the audience you currently serve.
NOTE: It can be difficult, as the business owner, to view the logo through a customer’s eyes. If you’re unsure, consider using the above questions to poll a few of your ideal customers.
If the above questions turned up mostly “yes” answers, let’s think about a possible logo refresh:
When you’ve been in business for several years, customers are accustomed to seeing your “mark” and associate their business experience with that logo. That logo has likely helped you to build your brand (which includes the social perception of your business). If the logo is still within the parameters of good design but looks dated, you can consider a logo “refresh.” This typically means the basic concept and structure of the logo remains intact but the typography, colors, and details might be changed so it looks updated and polished. This approach maintains a familiar connection with your customers but also lets them know you desire to bring them up-to-date and relevant products or services.
If the logo test questions above generated more “no” than “yes” answers, a new logo design might be just the thing. So what now?
Chances are, your existing logo could be causing more confusion than clarity—actually harming your business—and that’s a problem. If you choose to work with times2studio to create a new logo, we start with a discovery phase to find out all we can about your business which can include how you generate revenue, who your ideal customer is and what your logo needs to communicate. From there we narrow our focus to the core attributes that really matter for your brand. Sketching and concepting begin once we’re both in agreement on these core attributes.