Are you happy with your brand’s current logo? Or, a better question might be: Is your brand’s current logo properly representing your brand in the marketplace, and in the eyes of consumers? If you’re questioning the effectiveness of your logo, then it may be time for a logo redesign—with the guidance of branding design professionals.
Read on to get that guidance, as this branding design expert covers the top reasons to redesign, as well as considerations before doing so.
Branding Design Advice: Why Redesign your Logo?
The worst reason to redesign a logo has to be redesigning it for no reason at all. Over time and with effective marketing, your logo becomes the face of your brand—the highly recognisable cornerstone of everything your brand has come to represent. Change it without reason, and your brand’s followers will feel lost; they may even begin to distrust your brand.
However, if your brand is experiencing (or preparing to experience) any of the following, a logo redesign is very likely in order (and will be welcomed by your audience):
- Your existing logo never worked. Maybe your current logo was slapped together too quickly, without consideration for your audience, your brand’s story, its message, or your corporate values. In this case, it was probably never very effective, and a more communicative logo is in order.
- Your existing logo is too complicated. Generally speaking, vintage logos are intricate, whilst modern ones are more simplistic. Chances are that unless you own a brand with strong vintage flavour, a complex logo is not serving your brand’s purpose. You can still maintain its message, but zoom in on one aspect of it.
- Your logo’s visual elements are not representative of your brand. Every aspect of your logo—colour, lines, shapes, fonts—speaks to those viewing it. Consult a branding design professional to learn what every facet is saying, decide if each one is accurate in relation to your brand, and then adjust the design if necessary.
- There are too many colours in your logo. Branding design experts recommend that your brand communicate its values using one main colour and one or two others. If your logo incorporates a rainbow of colour, its message will be difficult to extract.
- A new product or service is being introduced. If your brand’s introduction will push it into a new market, or will serve a different sector, then a logo redesign may be necessary to reach out to a different set of individuals.
- The market has changed. If your logo looks dated when competing with others in its market, then it’s time for an update with solid branding design principles in mind.
- Your ideal client’s behaviour has shifted. The members of your target audience can be expected to change and grow, in response to their needs. It is your brand’s responsibility to track these needs/changes and respond. Sometimes, these responses will change your brand’s purpose/message, which should then be reflected by your logo.
- Your brand’s coverage is expanding to a new sector. No matter if your brand’s target audience is expanding or being replaced, a new logo may be needed in order to “speak” clearly to those new eyes. How are they different from your current audience? Use your answers to shape your branding design.
- Your brand’s foremost message is not at the forefront. Your brand has a core, number-one value. It also has a core, number-one benefit. The most prominent part of your logo should represent the most prominent aspects of your brand. If not, it’s time for redesign.
- Your logo is difficult to read. Too often, intricacy is mistaken for creativity—and logos confuse or frustrate onlookers. In this case, strip it down. Redesign to focus on one key element of your logo’s design.
- Subliminal elements are too subliminal. If there’s a “hidden” element in your logo that has been missed by even your most loyal of clients, then it’s time to redesign your logo to extract that message with more clarity. Cleverness that eludes your target audience does nothing to build your brand identity.
Branding design experts warn: Redesigning your logo is a huge step, and one that could come with negative consequences if not executed with the proper guidance and preparation.
Generally, they recommend that you only redesign with definitive purpose. You should be able to predict how the redesign will either help you to gain footing over the competition or increase your profit margin. If your brand is now doing something differently, that one thing should be evident in the new design. Test your idea with the public, and be honest with yourself about their reactions (they will see things you’re too close to see). And finally, if your current logo is working well, let it be. The worst thing you could do is redesign and leave your most loyal customers scratching their heads and asking “Why?” This will surely be followed by more questioning of your brand.
In need of more guidance from a branding design expert in relation to logo redesign? Wondering if it’s the right move for your brand? Then we suggest you sign up for our next B.R.A.N.D. Kickstarter Masterclass at www.brand-kickstarter.co.uk. There, you will experience full immersion in branding advice that will take your brand from average to brilliant!