Does your business really need a new or updated logo?
We would suggest it only if the current logo has a few of the following attributes:
- 1. It cannot be distinguished from a close competitor.
- 2. It has little visual interest, making it unremarkable.
- 3. It’s too complicated. Why is simplicity important? Because it ensures faster recognition, even under unfavorable conditions. As an example, take your present logo. Make a black and white photocopy of it, and reduce the size while you’re at it. Hold it at arm’s length. Is it instantly recognizable? If it isn’t, it’s too complicated.
- Have you seen the original Apple logo designed by Ron Wayne, co-founder of Apple Computer? When I first saw it, it took me a while to realize it’s a scene featuring an apple tree and Sir Isaac Newton beneath it. That logo was replaced very quickly with the “rainbow” version designed in 1977 by Rob Janoff. They changed it because Steve Jobs felt it was too complicated, making it almost impossible to use on computers. Apple subsequently updated it again, simplifying their logo even more.
- 4. Your business model has changed, and the mark no longer represents what you offer.An example would be IBM. In 1924, their first logo had “International Business Machines” as a part of the “IBM” mark. And in 1947, their logo was shortened to the acronym because the company started doing more than just make machines— it invented new technologies and offered services and consulting, too.
- 5. Your brand has become dated, is no longer relevant in the minds of your target audience, and your business needs a boost. When companies make changes, opportunities for news coverage exist, and a logo redesign is a change. It allows you to remind customers and prospects that you’re around and that you’re tuned in to the world around you. You’re relevant.
- Investing the time and money to change your logo can earn you a return on investment (ROI) for your efforts in the form of media coverage and target audience buy-in.
So, does your business need a new or updated logo? Probably not. But it is worth asking an expert if you’re in doubt.
