I speak about the importance of a good company logo all the time and the relevance it has on the perception of your business. Many companies have gone through various logo changes through their decades long histories, for example: Pepsi, Apple, Coke-Cola, etc… The question is why and when did they change their logo? Even more importantly, when will it be time for you to give your brand a new look?
1. Logo is Visually Outdated.
You’re now thinking to yourself, this was great when it was designed, what happened? A redesign of a logo keeps the brand from feeling stale or out of touch. This could be as simple as changing out colors and or updating a font. A great example of this is the at&t logo. You can see that the overall concept did not change at all, yet there is a drastic visual difference between the old one (left) and the new (right). Changing the font and adding some depth and a 3D feel sets this logo apart. The new one feels fresh and current.
2.For Better Recognition and Growth.
With websites, social networks, and blogs being a significant resource for communication, your logo needs to be adaptable on all mediums. Being web-friendly means easily readable and professional looking across all platforms. Take a look at this Starbucks logo. Although the original one (left) would look great printed on a coffee bag, when used as a twitter icon, a facebook profile pic or on a website, it will lose its impact and be very hard to recognize. By simplifying things, and adding some color, the logo becomes an icon that people instantly recognize for the brand.
Whether you’ve changed your name, type of business or want to change the image of your business, a new logo can symbolize that and create a new visual representation of your brand. For example, apple used to just sell the Macintosh computer. Today with the introduction of new products, services and innovative technology it not only sells computers, but ipod, ipad, iphone, etc. It is important that the logo evolve with the brand and create a new image of the company along with its products.
These are all examples of successful logo updates that have made an impact on the company. I suggest that if you have any of the above scenarios currently happening within your company that its time to reevaluate your company’s logo and the message you want to send your current and potential clients.