Are you still in love with your logo?

Kremer Associates Rebrand
Like many relationships, your love affair with your company’s logo has probably had its ups and downs. But even if it no longer feels young and fresh to you, your logo is still a powerful symbol of your brand. Here’s how to decide if it’s time for a logo redesign.

Does your logo need a redesign?

If your company hasn’t had a significant shift in what it represents, services, or sells, a logo can last a long time.

Typically, it’s a good idea to review your logo every eight to 10 years. Some brand experts even suggest every five years because of the speed at which life and technology are changing. To decide, ask yourself these questions:

  • Does it still reflect the company?
  • Have you switched your focus, services, audience, or market?
  • Have you expanded geographically? Does your logo work internationally?
  • Has the organization structure change?
  • Does your logo work well in social media and digital advertising?
  • Does it look old fashioned?
  • Does it still convey an emotional message that reflects your mission?

As a Pittsburgh-based designer expanding to a national reach, I asked myself these same questions when I changed my logo last year. I then followed through with same careful design consideration that I give my clients.

Refresh or redesign?

If your brand was a house, would it need a new roof, a full renovation, or just some interior decorating? The major additions are comparable to a logo redesign or a full rebranding. The paint and new carpet would be a logo refresh, with brighter colors, a new style, and other touch ups.

And please, work with a professional. A redesign is not as simple as changing the font. You have the expertise and experience to run your company. You should choose an experienced, professional graphic designer to build you an unforgettable brand.

What does a designer know that you don’t? It’s not easy to describe how I apply my many years of experience and design expertise. It’s a combination of art, skill, technology, observation, and intuition, with a touch of creative magic.

I begin by getting to know your company through a thought-provoking branding audit, and review all of your printed and digital materials. I look at your industry, the competition, and your visual and verbal identities for inspiration. I often try a variety of initials, colors, fonts, shapes, and symbols to get a feeling across.



What to keep, what to toss

A beverage company that has expanded into snack foods, may want to lose the image of a bottle that has always been a part of its logo, or it may want to keep that heritage, in a slightly different way.

When I take on a brand redesign, the logo is a big part of it. Logos can make your company look steadfast and safe – think banks and investment firms. But a high tech firm would want to appear fast, modern, and flexible, so a streamlined, clean look is needed. A fashion line or party planner could be benefit from designs that are colorful and curvy, fun or fanciful.

Behind each logo is a unique story that creates a lasting imprint.

While you may be tired of your logo, your customers may not be. They appreciate the at-a-glance recognition of the business they are looking for on business card, website, brochure, or sign. When it changes, it should still carry that brand recognition into the future.

You can see some examples in my logo showcase. Notice that the “after” sometimes doesn’t go too far astray from the “before”. A new logo can keep elements of the old one, giving loyal customers that sense of security.



More than a company name

Are you facing expanded competition? If there are newcomers in your market, you don’t want to look like you can’t compete. A new logo can help your customers see you as a front runner. As I always say, renovate to innovate.

A logo redesign may update a style of type or composition that looks old fashioned. The original may have been designed primarily for letterhead, or black and white copiers.

Your new logo needs to reflect today’s needs. It has to work for your website, in digital advertising, and on social media. This means it has to be versatile enough to be applied to modern applications, like social media, as well as classic ones.

I consider how will it look on a broad range of marketing vehicles — websites, social media, business cards, signage, t-shirts, huge banners, and small promotional items, like pens. You’ll want it to appear vibrant in color, clear when it’s tiny, and bold, even in black and white.



More grist for the creative mill

If you are as fascinated by logo designs as I am, here is an article from the Harvard Business Review that looks at the effectiveness of logos, and one from Forbes that covers some of the more notable examples in recent years.

I hope all of these insights help you decide if you and your logo are ready to part ways or could use a refresh. Believe me, breaking up won’t be that hard to do. All you need is love and an expert designer.

Let me help your brand come alive, thrive, endure, and positively influence your bottom line. Message me to start the conversation!

By Paulette Green and Alison Conte
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