Your logo is a hugely important part of your brand and business. It is a visual representation of your company that allows customers to immediately recognize you and draw up their emotional connotations for your business. Because of this, a logo redesign is never something that should be approached lightly. Redesigning the visual marker of your business could be a marketing marvel or a marketing mistake depending on where your business is at the time. Read on for some key things to keep in mind if you are considering a logo redesign.
Reasons To Change
There are both good and bad reasons to redesign your brand. Doing it on a whim or because one person doesn’t like it, no matter how important to you that person is, is never a good idea. If your current logo feels outdated, unprofessional, or poorly executed, that is a good reason to update a logo. Likewise, if your logo no longer represents what you and your company do or stand for, or if you want to emphasize that you are moving in a new direction, it should be replaced with something that speaks to your brand better.
Refresh Or Redesign
There are two options to consider when redoing your logo, a refresh or a redesign. A refresh is when you change parts of your logo to update it but keep the general look the same. This could include changing the font, adding an accent color, simplifying the feel, or adding a little pizzaz somewhere. A redesign is when you completely change your logo in favor of a new design. If you have a lot of history and your customers have an emotional attachment to your current logo, the facelift of a refresh is a better option. This is a good opportunity to start fresh and correct any of the mistakes of your original logo.