If your company is diversifying and growing, it’s could be time to redesign your current logo. Even a slight change in rebranding can signal to your clients that big things are happening and you’re far ahead of your competitors. Change can be hard for you, your employees, co-workers, and clients to swallow, but you can’t reinvent your business if you’re stuck in the past.
Changing out a logo requires time and capital, and you’ll need to have clear objectives of what your company wants to convey to the public. Make sure you’re working with a branding agency with a top designer, because this logo needs to stand out on print and web. Designers have special training and experience that can help you avoid the pitfalls of your chosen design across both mediums. Modernization can bring sweet rewards especially if your first design happened before current technologies took the world by storm. It’s a daunting task, but you can start by building off of the best elements of your current logo.
Create a Plan
Company changes are not always welcomed with open arms. Just plan for the questions. People are afraid of change. (Yes, it’s okay for you to be a bit fearful, too.) Loyal customers may be confused. Announce the change and have a clear explanation for why the change is coming.
- What is new with your company?
- What objectives are still the same (i.e. excellent customer service, retaining current customers, keeping costs low)?
- How does this new brand stick out from the competition?
- When will the change occur? Some local newspapers or blogs may publish a press release to help you get your message across.
Change can lead to greatness. As long as you wholeheartedly believe in and understand the importance of the change yourself, you can inspire others to see its merit.
Today’s most recognizable and effective logos are simple. Starbucks, McDonald’s, and Apple all have timeless logos that quickly identify the company they belong to. Their brilliance comes in the form of non-complexity in this hyperactive world. Every color, font, or element in these logo designs reinstates the objectives of the business.
The logo designs of these brands are timeless. These companies don’t go after trends where they need to instate changes every couple of years.
Keep the elements that worked best in your last design. This keeps your brand identifiable while also signaling change. Can you perhaps brighten current colors, take away elements to make it look cleaner, and remove any text?
Modernization: Your Logo is Getting Lost in Translation
Twenty years ago, you probably weren’t worried about how your company’s identity looked when it was wrapped around a vehicle, and you certainly didn’t know that smartphones would dominate daily business activities (and personal lives). Perhaps you or a family member made the identity yourselves to save on start-up costs. Complex designs were “in”, and yes, their complexity definitely made for some snazzy storefront signs, but they won’t translate to a smartphone.
‘Art’ has no rules, only guidelines. But, these guidelines are worth considering in your transformation. Use:
- three colors or less
- flat matte look
- easy-to-read fonts
- avoid drop shadows and bevels
- elements that look sharp in black and white, or in color
Today, your mark should look as good on a mobile device as it does on a billboard. It’s important to look professional and remain identifiable. Your logo keeps your company relevant.