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When and How to Update Your Logo Successfully
By Tara Hornor
Updating a logo can be an intimidating task. A logo is the iconic image that the public associates with your company, so changing this figure can be almost devastating if not done in the right way or at the right time. So many businesses have made over their logo and received a barrage of criticism from customers. Yet there comes a time for almost any business when updating a logo cannot be ignored. The following are a few reasons why you may need to revamp your logo, followed by some tips for making sure your redesign improves rather than discredits your company image.
Image below – AT&T Logo – before/after
Signs You Need a Logo Update
Your logo is clearly dated — Maybe you used a color scheme that was trendy at the time but now shows your logo’s age. Or maybe the design itself connotes something completely different to the majority of the public today than it did in the past. Another reason for updating is a major shift in audience or marketing. For instance, your brand has gone global or your company needs to look more web-friendly.
Your logo is confusing- Some logos are bad from the get-go. If you find nearly everyone that you hand your business card to squinting in confusion when they see your logo, this is a sign that they don’t get the design. Or maybe you found out that your logo looks great in black and white but is unrecognizable in color, or vice versa. Complete a survey. If most customers cannot remember your logo, you should change your design.
Tips for a Successful Logo Makeover
If you decide that a makeover is inevitable, then take precautions to avoid a logo redesign disaster. Here are just a few tips to help guide you on your way to logo update success.
Do your research — Take some time to search online or in a local bookstore for logos, both redesigns and originals. With the logo redesigns, notice which ones worked and which didn’t. Examine what each company changed about the design: color, graphic, font. Look at logos from other companies within your industry. Do you notice any common themes or elements?
Define the reason for change — Whether your reason for change is that your target market has changed or your logo is outdated, spelling out your reason for a makeover gives you a clear vision. Keep this vision in front of you at all times of the design and you are much more likely to have an effective redesign.
Decide if you need to update or revamp completely — Make only the smallest changes possible. If you only need to update your logo, figure out what is old-fashioned or what no longer speaks to your current audience, and only change those elements. If you need a complete overhaul, proceed carefully and keep reading.
Determine important elements in your logo — Study every element in your logo: colors, font, graphic, style, layout, and more. What are the most important aspects of your logo that need to remain? Even if you will be completely revamping your logo, try to keep at least one element intact.
Create multiple redesigns and test — Finally, never release your new logo without testing. And do not settle for the first redesign you or your designer creates. Choose the best two or three with your colleagues, and then send these test logos out in a survey. See what responses come back and go from there. You may have to redesign more than once before getting the perfect logo update.
(Source and info on the author: http://designfestival.com/when-and-how-to-update-your-logo-successfully/)
other interesting logo refresh examples:
you are not ready to refresh your logo, it is a good idea to periodically
review your marketing. Objectively look
at your materials/templates and make subtle tweaks to them - with updated fonts, popular colours, new
pictures or more up to date layouts. And
remember, to maintain a professional image, it’s important to have a consistent
look and feel across all your communication streams.