It seems 2015 was a big year for new logos. Several companies, including IHOP, OpenTable, Turner Broadcasting, Spike TV and Google made some sort of change last year.
There are a lot of reasons a company may want to change their current logo. Many times the current logo just isn’t getting the job done. Sometimes businesses outgrow their logo and need a refresh to make sure they are sending the right message to their customers.
Logos are the first impression the public has of your brand, so you want a professional image – something eye-catching that conveys who you are.
It may be time to change your logo if your logo is outdated; your logo no longer represents your company’s mission or values; your logo doesn’t work well on social media; or your logo was a quick do-it-yourself project when you started.
Some fonts, designs or colors can make your company look behind the times.
This is especially true for technology or internet companies. In 2013, Yahoo, YouTube, Facebook, Google and many others made the first changes toward a sleeker design and simplified fonts and have continued to refine that design since.
If your company has evolved as it has grown, your original logo may not make sense. Your logo should communicate your new direction. Take Mack Trucks’ recent logo refresh. The company felt the old logo did not represent their forward-leaning direction. The new logo is sleeker and the iconic dog actually leans forward – ready for what’s next.
It is vital that your logo meet the criteria to stand out on new media platforms. Your logo must be able to be edited down for Twitter and still be readable or easily be used to create an app logo or icon.
If you threw together a logo when you started your company because you felt you needed one, it could be time to make a change. A marketing professional can provide third-party research to learn exactly how your customers perceive your brand and its differentiators, and a graphic designer can create a logo that effectively communicates what makes your brand special.
While your current logo may not be bad, chances are it can be stronger and better support your company’s vision if put together by a professional.
Once you’ve made the change, it’s time to tell the world, or at least your customers. Make sure your websites, social media channels, signage, business cards, email signatures, business listings, ads, etc. all reflect the change. Let your customers know that you listened to them and your new logo better reflects your company’s vision for its future, its values and its mission. Use the opportunity to really sell who you are and why this change is for the better.
Charles Vance, Manager of Client Strategy & Performance at RedRover Sales & Marketing Strategy, can be reached at www.redrovercompany.com.