At Addison Clark, we know the benefit of redesigning a logo – we’ve lived it (just recently, in fact)! Our team was expanding and growing more diverse, which ultimately changed the direction of where we were heading as a company. This influenced our decision to create a new logo – one that represents our current business and our future. We are extremely proud of what we’ve come up with and what the new logo stands for.
Many factors can influence the logo redesign process. Here are four signs that the time has come for a new logo, according to our resident Creative Director, Alison Fallecker:
Your logo comes in many shapes and sizes.
If you were to lay out everything that has your logo imprinted on it on the conference room table, does it all look like it came from the same company? Without brand standards, it is easy for logos to adapt slightly over time to whoever gets their hands on it – whether it’s (another) new CEO with a new vision, or an office manager who’s a pro at Paint. Companies should have vertical, horizontal, and reverse versions of their logo – and that’s it. If you are being inconsistent, it’s time for a once-and-for-all redesign, complete with brand guidelines so no one can mess with it … at least for the next decade or so. (See next tip!)
Your logo has been around for 10 years or more.
Like every home that needs a new paint job every decade or so, logos need freshening up as well. It might just be a new coat of the same color, or you could completely change up the home with a new look. Bottom line is: logos get stale. Depending on your industry, your logo may need to be updated sooner. For example, companies in the technology sector will look outdated more quickly – like every 5 years – compared to a 30-year-old mom-and-pop construction business that touts its historic roots.
If your logo has a tagline … and a phone number … and …
… A million words, you are going to lose the significance of your logo. Simple is best, and leave the rest of the fluff for your website, brochure, and business cards. When your logo is on a poster with 50 other logos, too much extra text is only going to detract from your logo and make everyone ELSE stand out. Have you ever been able to read more than one word in a Facebook profile picture? We didn’t think so. Keep your logo just a logo and find a place for everything else.
The competition has a prettier logo.
In business, we’re trained to always keep a watchful eye on our competitors. Do what they do, but better. It’s no different when comparing logos – if the shop down the street has a more visually appealing logo than you, it might be time for a change. Not exactly sure where your logo stands in comparison? Ask your graphic designer (or better yet, OUR graphic designer!) to give you an honest opinion on the status of your logo versus the competition.
For more signs you need a new logo, check out this article from Entrepreneur.