17th Aug 2015
Should You Update Your Logo?
Your business identity is the sum of all its tangible and intangible characteristics, the name, symbol, beliefs, values, products, services, interests, culture and philosophy that make it unique. Properly managed and executed, your business identity can be your most powerful and reliable marketing tool. Your business identity is made up of three parts: the brand, the image, and the logo.
Your logo is one the number one visual tool and one of the most critical components of your business identity. So how can something so little make such a big difference to the success of your business? The purpose of a logo is to identify your business in a way that is recognizable and memorable—to help you stand out and gain the proper respect and recognition in your target market.
One of the dilemmas faced by many small businesses is whether or not to update their company logo. Reasons that companies start thinking about wanting a new logo are vast and varied. Maybe the logo that was once a source of pride doesn’t excite them anymore. Or, the logo is looking a bit dated and tired. Maybe it was created when funds were tight or maybe it had to be done in a hurry.
Updating your business logo isn’t something to be taken lightly and there is a greater cost involved than just the cost to have a new logo developed. As the primary brand identity tool, your logo appears on all of your sales materials and it is something that you want to try and keep as consistent as possible. So if you do decide to change your logo, you would want to carry that change throughout your business from the sign on your door to your business cards and letterhead to shipping and invoices and on your website as well.
Making the decision to update your logo isn’t easy, but there are times when a change is necessary. Here are some things to think about to help you decide if a new logo is warranted.
1. Was Your Logo Designed By a Professional?
Not only does an unprofessional logo design look bad on your website, or other marketing materials, it is an overall reflection of the quality of work your company offers. A good logo will differentiate your products and services in a positive way that really sticks in the minds of potential customers. Your logo should work as well on a business card as on the side of a truck. A good logo should be scalable, easy to reproduce, memorable and distinctive.
2. Does Your Logo Look Dated?
No matter how timeless your logo was created to be, almost all logos show their age over time. Whether it’s through color choice, font, or the icon shape included in your logo, any of these items can seem outdated and make your company seem out-of-style as well. Even AT&T has adapted its logo over time updating the gold & blue color and going from the shape of a bell inside a circle to a 3-dimensional globe. As AT&T has shown, it is possible to make a few updated changes and still keep the original feeling of the old logo.
3. Has Your Company Experienced a Big Change?
If you’ve added a product line, or merged with a new company, changed your name, or are facing new competition in your market, it could be a good time to update your logo as well to reflect these changes. An updated logo can help renew customer interest, ignite a sense of pride in your business and inspire employees as well as your customers.