Need a Logo Refresh? Design for Today, Not Yesterday

When you see the logo of well-known brands like Starbucks, Target, and UPS, you instantly recognize the company and what that company is all about. That’s the power of a great logo. But no matter how well designed, logos need an update now and then. Color trends change. Design styles evolve, and businesses evolve, too. As a result, logos become outdated. If that’s you, maybe it’s time to consider a redesign.

Here are a few questions that you should answer before asking any designer to get started.

  1. What is your mission? Ten years ago, for example, the mission of your family bakery might have been to provide a wide range of healthy baked goods to the local community. Over time, however, you might have seen the need to serve customers with more specialized dietary needs, such as vegan or gluten-free. If so, cow spots or a wheat grain theme probably aren’t going to cut it anymore.
  2. Who are your customers? Just like your mission, this can change over time. The demographics around your store(s) can change. Your product mix can change. Customer expectations, needs, and behavior change. What will resonate best with your current customer base?
  3. What do your competitors’ logos look like? You want your new logo to be unique and distinct from what your competition is doing. The last thing you want is to invest in a redesign only to discover that it looks eerily similar to the new one your competitor just rolled out.
  4. What are your plans for how the logo will be used beyond business cards and stationery? Knowing this will allow the designer to create a scalable logo. Also, if your logo relies on gradients, reflections, or other digital effects, consider how it will look embroidered on a shirt or imprinted on a promotional item. Make sure it can hold its own across marketing channels.

There’s no single formula for creating an effective logo, so let creativity abound. Come up with multiple ideas, then use focus groups and other techniques to test those ideas before embarking on a full-scale rollout.


Share This...