Is it Time to Redesign Your Company’s Logo?

One of the questions I get asked most often from prospects and current clients is “Should we redesign our logo?” Logo redesign is often an important part of the branding process, helping to keep a company’s look fresh and relevant. But the truth is, redesigning a logo isn’t always necessary, and it’s not always the most important tactic a company needs to deploy.

I always tell people that your logo doesn’t necessarily have to change, and it definitely shouldn’t be the first thing you focus on if you’re trying to build your business and get more sales. It all comes down to creating a sound strategy first, then deploying the right tactics later (see my post on Tactics vs. Strategy).
The truth is that just creating a new identity or slapping a new logo on your marketing materials isn’t going to bring you more business. That’s not to say that the design of your logo isn’t important, because it is. But it shouldn’t necessarily be your top priority.

In my opinion, the best time to redesign your company logo is after you’ve outgrown the original. Here’s an example of what I mean:

A small business gets launched with a limited budget. They don’t have the funds to hire a professional graphic designer, so they either hire a cheap designer or come up with a basic logo themselves. The logo doesn’t always capture their true brand identity; it’s just there. Filler. Later on, when they have more money to invest in their brand, they consider redesigning their logo to better fit the identity they’re trying to create.

90% of the time, people who come to me looking for a logo redesign fall into this category.

Another time that you might need to redesign your logo is if the actual wording or image doesn’t really reflect what you do anymore. For example, let’s say your company started out as a residential painting service, but over time, you added full general contracting (electric, plumbing, reconstruction, etc.). If your old logo mentioned the word “painting” or had a logo that played off your painting services, it would no longer truly reflect the current identity of your company. So, it’d be a good idea to redesign it to capture your new identity.

And sometimes, logos just look outdated. Times change, and what looked cool 10 years ago might look stale and outdated today. A simple logo makeover could help your company look current and trustworthy. You don’t have to completely scrap your logo, but just slightly updating it to look more modern could help. Pepsi gives their logo a facelift every few years for this exact reason.

So, what do you think? Is it time to redesign your logo?

1 comment (Add your own)

1. Script for sale wrote:
Very understandble work and article. Real nice!

Wed, August 17, 2011 @ 7:12 AM

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