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When is The Right Time For Company Logo Changes?

We understand you’ve spent tens of thousands of dollars on corporate materials, and likely on a logo design that doesn’t represent your business. Finally, you’ve come to a professional design agency only to hear them ask you to change the logo after all that money that you’ve spent. 

The big question is: How much money are you planning to lose branding your company like an amateur? How many more negative impressions is your business willing to make sending the wrong message, not standing out, or standing out in the wrong way?

We’ve seen it all. We’ve had cheap clients come to us with horrible-looking $20 Fiverr logos, or logos done by their nephew for free, and they’ve stayed cheap, utilizing their creative mess across the board with utter consistency. But just because you’ve made some poor decisions in the past, doesn’t mean that you’ve set your identity for life. You can and will do better. This is how…

compamy logo changes

Why should you make company logo changes?

A memorable logo can have a huge impact on your business. There are certainly examples of brands that hit the bullseye right from the get-go and never had to look back. Those examples, however, are very rare. 

More often than not, brands need to revamp their logo to highlight changes in their companies or simply to keep up with new design trends. This especially applies to companies with a long history of success. 

A logo designed in the seventies can hardly communicate any meaningful message to millennials, right? This is only one of the many reasons to undergo company logo changes. 

Whether it’s a complete overhaul or simple tweaks here and there, hiring a professional like web design agency Chicago is a must. Professionals are always on the lookout for new trends, and a dedicated team of creatives can brainstorm a look that brings mass appeal. 

Answering the following questions will help you figure out if it is indeed time for a company logo change, so do read carefully and take notes!

How recognizable is your logo, really?

Your company logo serves to provide a consistent visual representation that reminds people who you are and what your brand represents. Still, business owners tend to make their logos in a hurry. 

We understand that there are many important things to worry about when starting out, or even more so further along the business journey, but the visual appeal and the message your logo conveys are just as important. A great logo needs to contain unique elements that distinguish your brand from others like it, instead of being just a bland concept full of overused clipart. If your logo is not original and tailored to your brand positioning, doing it from scratch is the only way to go.

Is the design of your logo up to date?

Impact of digital assets on your business performance is enormous. The world of graphic design is an ever-changing universe of innovation. Sooner or later, people get tired of being bombarded with the same visual aesthetic every way they look and their attention shifts towards newer trends. To make strong connections with customers, especially with younger generations, you need to cut the ties with the older design era.

We are not suggesting you should avoid retro-style logos altogether. Many businesses with longevity find vintage-styled logos to be perfect for stressing their heritage and expertise. It is all about the message you wish to communicate. This is why you need to pick elements that highlight the best qualities of your brand. Here are the major elements of design to evaluate when considering company logo changes:

  • Graphics – Take a look at the most prominent shapes and elements of your logo. How do they seem to you overall? What emotions do they evoke? Is that the message you were going for? Can you maybe simplify the artwork a bit to further modernize your logo?
  • Color – How do you feel about the color scheme of your logo? Is it still consistent with your branding or did the new age bring something new to your company as well? Usually using different shades of the same colors can refresh the logo while stressing the continuity of your brand.
  • Typography – Font is often the first thing that catches your customers’ eye. After all, the name of your brand is written in it, so it is certainly not an aspect to overlook. Does the typography match your brand’s personality? Could you choose a more streamlined font to achieve that timeless look?

If you need nothing more than an update on a few aspects of the design, then you can run a partial edit, rather than a comprehensive one. All of the main elements can remain the same, but they should be revised in a way that pours new strength into your logo. If, however, none of the aforementioned three elements work together, cut your ties with the tired old logo and design a brand new one. It’s amazing how much a poorly-made logo can pull your brand down, and how much a fresh one can boost your business. 

Has your business expanded or changed in any way?

With the evolution of your business, it is only natural that the position of your brand in the industry changes. Though the changes may be subtle, they become part of your new identity. These changes may include anything from adding a new line of products to expanding your roster of employees. 

Also, while you do have an established and loyal customer base, maybe you’ve also decided that it is time to speak to a younger audience as well. These are all legitimate reasons to revise your current branding in order to match your new mission and identity. If company logo changes are performed with expertise, your new logo will help you expand your reach while maintaining your customer base.

Does your logo fit with a variety of media?

Every so often it happens that a company creates a new logo and comes to the realization that the text is practically unrecognizable at small sizes. This can be a major problem. Imagine creating a perfect landing page – a premium lead collector, proudly displaying your logo on it – but forgetting to account for one thing – mobile search frequency, which, coincidentally is absolutely booming. 

Not incorporating mobile-first web design and not designing your logo accordingly means that displaying it on your social media profiles won’t do much for your on-the-go visitors, due to the smaller screen sizes on most mobile devices. For your brand to be successful, you have to be where your audience is. Where are they in the modern age? Mobile and phone-tied! Don’t let yourself miss out on the abundance of mobile visitors just because of poor logo choice. 

The redesign process

Once you have decided that it is time to make the company logo changes you’ve been thinking about, here are a couple of things to keep in mind to ensure that the process is done in the best possible way:

  • Your new logo will be the face of your brand for years to come. Focus on the message it communicates with your customers instead of comparing it with your old logo as a measure of success.
  • Change evokes different emotions. For some, it can be the excitement about the next big step, while for others it can be the anxiety about making too big of a change. This is why it is important not to jump to conclusions and let your emotions run wild. Make sure to sleep on any change you make before making your logo official.
  • Some company logo changes may require larger modifications of your branding and marketing collateral, like making a brand new website, printing out new business cards, T-shirts, and other promotional material. In case your company is not ready for such a leap, consider keeping some of the elements unchanged.

Once the redesigning process is finished, there is one more thing for you to do – complete the transition and let your new logo go live. Some companies decide to phase in their new logo over a drawn-out period of time. This makes the change less noticeable and stark. 

What works for some brands doesn’t work for all of them, however, so keep that in mind. Many businesses set a target date, announce the new logo and celebrate the occasion with discounts or different kinds of incentives. Whichever approach you choose, keep in mind that you have to update your logo across all social platforms as well as across all company materials.

Final thoughts

You should have no fears whatsoever when deciding whether or not to give your brandmark a makeover. Most logos become outdated sooner or later, providing a chance for a renewed identity and an expansion of your audience, reach & success. 

If all of the signs above suggest that it is time for rebranding, take the courageous step towards the new experience. Keep in mind that do-it-yourself logos don’t work. Your customers have a keen eye and won’t appreciate amateurism. Make sure to always keep them informed about the plans and reasons for rebranding. Hire a professional agency that will conduct proper research and produce a design based on your customers’ feedback. Embrace the chance to elevate your business.

Brian Djordjevic
About The Author

Brian Dordevic

Bojan is Marketing Strategic Planner with a passion for all things digital. Feel free to follow him on Twitter or schedule a consultation call with him.

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