Your logo is the cornerstone of your brand’s visual identity. You want it to be recognisable, but you don’t want it to look too old-fashioned. Many of the largest companies in the world like to give their logo a refresh every now and then to keep it up-to-date – but when is the right time for you to do it?
What are the signs that your logo just won’t cut it anymore – and what would refreshing it mean to you? Let’s explore.
Your logo will usually be present across every customer touchpoint. As a visual identifier, it is intrinsically tied to your business. A logo needs to connect with your customers and keep your business competitive in your sector. While much of a logo’s value comes from recognition, that doesn’t mean you shouldn’t change it up.
In order to stay effective, your logo needs to continue to connect with your target audience – and they’re going to change over time. Whether you’re trying to reach a younger generation, or the audience you’ve always had is going through a new phase of life, you need to keep up. No doubt your competitors are aware of this – which is why you need to give your brand an update every now and then.
How do you know it’s the right time to refresh then? Keep in mind that updating your logo doesn’t mean tearing it apart and building up something entirely different. In fact, in most cases it’s better to keep key visual identifiers to give your brand a sense of continuity.
Like fashion, logo trends change with the times – look at the most recognisable businesses around you. Take a note of what makes their branding look contemporary and appealing. Is your logo doing the same thing, or is it stuck in the past? Be mindful of your competitors too, as this can give you insight into the changes your industry is going through.
If your business is going through a change itself, like expanding or pivoting into a new space, then redesigning your logo might be in order. You need it to look like it belongs in any context you may need to throw it in.
To refresh your logo successfully, you need to analyse what makes the current version recognisable and effective. Take the successes of your current brand identity, and bring them forward into a newer version. You need your logo to stay recognisable across your business’ touchpoints, no matter the form it takes into the future.
Looking to other brands isn’t just a matter of seeing how you’re falling behind, but can also be key to inspiring an updated look. Make a note of what you like and dislike, and tailor your new logo accordingly. It helps to take a few different draft designs and compare and contrast the different elements, to create a final one that synthesises the best of all of them.
You don’t just want to spend your time playing catch-up with other brands however. Try to set trends instead of just chasing them to create a logo that’s truly unique and long-lasting.
If you’re in need of a new logo design, then don’t hesitate to get in touch. We’d love to help.