Whether you own a small business or a large corporation, you probably already understand the importance of having a company logo. You understand that, like your overall corporate brand that illustrates your company’s goals, your company’s logo helps your current and prospective clients identify your company easily.
Your logo reinforces your branding with a unique image, design, lettering, or all three combined, causing your company’s mission and goals to instantly pop into your clients’ minds. Think of some of the most famous logos around, such as FedEx and Wendy’s, and you can see the potential value of having a fresh and timeless logo.
How Do I Know if it Is Time for a New Logo?
It is easy to become caught up in the daily operations of your business with tasks like managing staff and ensuring a quality product or service. However, it is important to track the effectiveness of your company logo. There are several ways that you can learn if it is time for a new logo. Consider some of the five ways listed to see if anything strikes a familiar chord.
1. Your Logo Lacks a Professional Touch
Basically, if you or a friend with some rudimentary drawing ability created your logo to save money when you started your company, it is probably time for a professional logo upgrade. No matter how good your product or service is, you will miss out on some valuable clients by neglecting to design and produce a memorable logo they cannot forget or resist.
2. Your Logo Is “Dated”
If you started your company back in the 1980s or 1990s, you might consider doing some modern tweaks, at the very least. Technology, and graphics in particular, have come a long way over the past few decades. If you love your original logo, contact a local graphic designer to see how you can maintain the same general imagery while giving your logo some refinements.
3. Your Logo Is Too Busy
If your logo features three or more graphic elements, it may seem confusing for your clients. It is as if you are trying to say too much at once and losing everyone’s attention along the way. Your brand’s message becomes lost in all the visual noise. Work with a graphic designer who knows how to streamline and balance the key imagery to support your message.
4. Your Business Model or Message Has Changed
Perhaps you have changed your business model to reflect your clients’ clearly evolving needs, budget, and style. It is important to make sure your logo reflects these changes to attract new clients while reminding current clients of your long history and excellent track record.
5. You Simply Do Not Like Your Logo
Even if your logo does its job, you may still not like its appearance. If you do not like it or believe in it, it is important to listen to your instincts. Hire a professional in graphic design to work with you to figure out just what it is you want your clients to see and think when they see your logo.
Start Planning Your Ideal Logo
There are many other reasons why you may want to change your logo, and it makes sense to continually work to sharpen your image and become more easily identifiable in your market for current and future clients.