Do we need to change your logo?
What is the purpose of a logo?
The purpose of a logo is to get instant consumer recognition for a company.
Essentially, logos are the ‘face’ of a business.
Studies have shown that visuals are processed 60,000x faster in the brain than text! When it comes down to it, words are processed by short-term memory while visuals go straight to long-term memory.
Do we need to update our logo?
That’s never a bad question to ask or explore. But, as with anything in marketing, you shouldn’t redesign your logo just because everyone else is doing it. There should be intent, meaning and purpose behind the decision.
While there are many instances where brands definitely need a logo refresh, there are also many situations where logo redesigns just aren’t necessary.
Four Signs: You DON’T Need to Update Your Logo
If your logo clears these four hurdles, there’s probably no real need for a redesign at this point
1. It visually fits in the now
One of the key reasons companies redesign logo is they begin to show their age. With the Web, visual standards are changing more quickly than they did in the past (which is one of the reasons we’re seeing many more logo redesigns).
If your logo doesn’t look dated or show any cobwebs, you’ve just knocked out one of the most compelling reasons to redesign.
2. It accurately represents who you are
Another key driver of logo redesigns is rebranding efforts (which companies are also doing more frequently these days). Typically as the brand shifts, the logo needs to change to reflect the new or updated brand identity.
If you haven’t rebranded since your logo design, and it still accurately represents your identity, mission and services, that checks off another reason not to redesign your logo.
3. It works well across Digital
Many recent redesigns are the result of organizations aiming to create logos that can be used anywhere— print ads, billboards, websites, landing pages, social media, etc.
A lot of old company logos were designed as print-first and didn’t translate all that well to the Web. The trend these days is flat, simple logos that work well across the board.
If your logo looks good on the Digital and anywhere else you stamp it, that’s another good reason to nix the idea of a redesign.
4. You and your audience are happy with it
That applies both within your organization and to the audiences you are trying to reach. If you and the people in your organization like your current logo, that’s a good sign.
More importantly, if your customers clearly identify your logo and respond positively to it, that’s a great reason to keep it the same until those feelings change.
Some Key Signs You SHOULD Redesign Your Logo
- Feels outdated
- It doesn’t show who you are
- Looks bad on the digital platform
- Receives a negative response
- Business has changed
- Selling new products
- Undergoing merger or acquisition
After Rebranding Process
- - From high-level strategy to meticulous execution.
- - To tell a brand story that is worthy of your company and resonates with your client is not an easy task.
- - Especially if you’re doing a total rebrand, this process should involve high-level strategy, considerable research, careful planning, and team-wide collaboration.
Rebranding is not just about a new logo or website, but about the entire look and feel of the brand that you reflect to the market. Make sure that there’s a consistent and cohesive strategy that spans all elements; Logo, Packaging, Signage, Merchandising, Flyers, Ads, Digital, etc…
If you’re doing a partial rebrand, this is especially important to keep in mind, as the newly-upgraded brand elements need to make sense when coupled with the existing ones. A new, colorful logo would clash with the more serious voice in website and social media, so consider these constraints.
Example of Rebranding Failure
Gap company ends up rebranding, and it’s a failure, the financial repercussions could be huge.
During the busy Christmas period of 2010, Gap launched a new logo design and rebranded their company to suit. They did so with no warning.
The original Gap logo, a design that had served the brand for more than 20 years, disappeared from without warning and was replaced with the new logo – the word Gap in a bold font and a square, fading diagonally from light blue to dark blue.
The change was no internet hiccup, it was permanent – or so it seemed.
And because of the change they made, they didn’t benefit from rebranding at all.
A small buzz began to reverberate around the design community, quiet sniggering about the new Gap logo.
Soon, the internet was alive with activity and it was clear that people didn’t like the new design. Gap responded positively, revealing that their new logo design was in fact the first stage of a crowd sourcing process that allowed them to reinvent the company (proving again why you shouldn’t crowd source your design projects.)
To cut a long story short, Gap performed possibly one of the fastest branding turnarounds of all time when they reverted to their original design, just six days after putting their new logo out into the public. There are many things that can be learned from Gap’s branding disaster and the agency that provided their branding and digital services.
Firstly – strategy and approach to rebranding needs to be well thought out and planned meticulously.
No just doing it for the sake of doing it.
And secondly – even the biggest companies get things wrong. So in future, if something doesn’t go quite right , just think that we have spent a huge money.
McDonald’s Case Study
Every 10 years they introduced with new packaging.
From 1950 to January of 2016, McDonald’s announced its latest rebrand. The company is no stranger to refreshing its image, but this one joined the ranks of all-time important rebrands by giving stores and marketing materials a look they’d never seen before. The burger giant began with new packaging, meant to act as a ‘’mobile billboard’’for the McDonald’s brand.