Logos are somewhat similar to a gallon of dairy milk: They have a timeframe of realistic usability.
Logos are somewhat similar to a gallon of dairy milk: They have a timeframe or realistic usability. The thing is, it’s not as simple to distinguish when your logo has turned sour, in a manner of speaking, as it is with the dairy in the cooler. In any case, keen organizations realize that keeping their logos crisp adds to a superior brand picture and guarantees that their advertising remains lined up with their organization’s qualities. Every now and then, a logo overhaul might be exactly what you have to kick things up.
Customers relate to logos, to such an extent that when Airbnb changed its logo from bubbly and blue to smooth pink, plan faultfinders drew contemptuous parallels. And after that there was that time that BP broadly rebranded their logo to show up eco-friendlier, and commentators discovered it somewhat inauthentic after the organization’s 4.9-billion-barrel disaster. The fact of the matter is, your clients give careful consideration to your logo than you may might suspect, so keeping it important is a beneficial cost.
1. It’s Old… Plain and Simple
There’s no one-size-fits-all method to logo design frequency, but if you’ve had the same logo since your company’s inception — in other words, if it stayed the same while the business evolved — that’s a good indicator that it’s time to get a revamp in motion. That’s not to say that a dramatic change is in order. On the contrary, it’s the most subtle, forward-thinking logo updates that often make the most sense.
2. It’s No Longer Relevant to Your Brand
When your brand pivots, so too should your visuals. Look at your logo as an adaptive, iterative element — in other words, give it the good, old-fashioned agile approach — rather than a static mainstay. If you’ve discovered that your target audience has evolved or shifted, or that your values as a company are different than they were when the logo was originally designed, it’s time to pull the logo pivot.
3. It Doesn’t Tell a Story
There’s a reason why FedEx and the World Wild Life Fund are almost always referenced in stories about compelling logos. Their logos take total advantage of the white space in order to create a double meaning and to say something more about the brand. These days, researchers put brand storytelling at the top of the marketing ladder, claiming that a solid brand narrative can drive more sales and engage more customers.
4. It’s Too Complex
Take a good look at some of the most famous logo evolutions in history — the Golden Arches, the Nike Swoosh, the Target target — and you’ll notice one trend above all else: They’ve all been seriously scaled back, with simplicity the primary design principle. The reason for this is two-fold. Companies now have to design logos that look good everywhere — from traditional shipping labels to computer screens and smartphones — but they also believe that simple logos are better for business.
5. It’s Plain Boring
Take a look at some popular logo designs of emerging startups and small businesses from the past year and you’ll see a clear trend: Designers are having more fun than ever before. They’re using unconventional shapes, next-level creativity and a little bit of humor to create logos that are anything but basic. At the end of the day, your logo should be instantly recognizable to your audience and should trigger some sort of emotion, so why not make it lighthearted?
The bottom line is that a smart logo should be adaptable and ever-changing, and no good design should be stuck in a certain era or phase of your business. Occasionally, it makes sense to take a good, hard look at your logo to ensure that it still has the same power and wow-factor it once did. Keeping your logo fresh and up-to-date can equal big returns in the future.