Do I Need a New Logo?
The logo is usually one of the major factors of a customer’s first impression of your business. A good logo can reinforce your brand identity, tell potential customers about your products and services, and even drive sales. This is why a relevant, high quality and up to date logo is a necessity for business of all sizes.
As customer attitudes and behaviors change, the world changes and your business changes, your logo may also need updating if it is to fulfill its purpose in the best way possible. You shouldn’t change your company logo too frequently, as you could prevent customers from associating with your brand identity, or even recognizing your company altogether. However, if your industry or business has undergone recent changes, or you’re looking to modernize your current brand identity, then a new logo could be just the thing.
When choosing a new logo, there are three basic options to choose from. A text-based logo which is memorable for the font, a logo featuring an illustration or symbol relevant to your area of industry, or an abstract shape or design which will become synonymous with your wider brand identity. You could experiment with all three, but a good starting point is a single written sentence detailing your mission statement. You should also consider what makes your business unique in relation to competitors, the demographics and interests of your target audience, and any connotations of your business name.
The huge variety in the logo’s of today’s biggest and most popular companies tells us that there are very few limitations to what constitutes a great logo. However, there are nevertheless a few things to avoid. You should always use original artwork ahead of clip art, to ensure that your logo is of a decent quality and completely unique. If you’re redesigning your company logo, you should also be wary of abandoning your brand identity in favor of the latest or most popular design trends. By doing so, you risk alienating your audience and losing sales.
Arguably the biggest mistake made when designing a new logo is to over complicate with style or colors. Experts recommend no more than three colors, and a design which will work well at a variety of sizes and on a number of different mediums. Bear in mind that your logo will appear everywhere from your website to your signage, promotional merchandise and custom advertising to trade show giveaways and flyers.
For this reason it is always advisable to work with a professional when redesigning your logo, regardless of your creativity and artistic ability. A graphic designer will create a logo that delivers your message and resonates with your brand identity, regardless of the size or medium in which it is printed. From full color brochures to branded promotional products, a professionally designed logo will be consistent and effective. The logo is the basis of any promotional products or materials, so it is worth spending more time or money getting it just right.
A well-designed and up to date logo will reinforce your brand identity and increase visibility. As long as your logo is recognizable in a variety of sizes on your various promotional products and materials, it will also improve familiarity with your business and is likely to encourage more sales.