You may be very proud of your company logo, but maybe it’s time for something new. Communication specialist Frank Teklenburg gives you 6 reasons to opt for a new logo.
Years ago, I worked as a communications officer for a home care organisation. During a meeting with the new web designer, our logo came up, a dark green letter logo. When the designer suggested changing the logo, my boss initially balked. “But I designed it myself at the kitchen table,” she wailed. Let me put it delicately: she was no graphic designer.
In the end, she was persuaded and chose a new logo. One that still excites everyone, because the colourful home-care cars stand out in the street scene.
But why would you choose an update for your logo? Before I answer that question for you, it might be useful to know why a good logo is important for your business. Here are four brief reasons.
The above is of course a piece of cake for the experienced entrepreneur. But you should keep this in mind when redesigning your logo.
Times change, and so do logos. Take a look at the familiar Heineken logo below. In the almost 150 years of the brand’s existence, it has undergone quite a metamorphosis.
Or what about Dutch company Philips. This Eindhoven-based multinational has changed its logo quite a bit in recent years.
But why should you update your logo? I’ll give you 6 reasons.
Fashion fads not only apply to clothing. Logos can also feel dated. Some shapes, colours and fonts can look outdated. To solve this problem, a graphic designer probably only needs to give your logo a little touch-up. Take a look at how Google’s logo has slowly changed over the years.
A good logo should be recognisable in any medium. But if the shape of your logo is too complex, it can become deformed. For real Ajax fans it’s a sensitive subject, but the old logo of the football club had to be changed because the emblem was difficult to print or project clearly.
Or how about that little icon on your website? A complicated logo is not recognisable if you can only use about thirty pixels.
Did you start out as a greengrocer, but nowadays you sell tractors? Or the other way around? Then it could be that your logo no longer fits your current activities. To make sure that your new customers recognise your logo better and that it also suits your service or product, a redesign may be necessary.
A good example is the logo of the Finnish company Nokia, which started out as a rubber distributor and has since grown into a telecoms giant.
Your company may have merged or you may have acquired another company. You can then use the two different logos, or decide to combine the two into a new logo.
Good examples are beer giants AB and Inbev or the German banks Dresdner Bank and Commerzbank.
If your company has been in the same business for a while, it is possible that there are other entrepreneurs who want to copy your successful style; the same font, the same colours. This of course will make you stand out from the crowd and your potential customers could easily be mistaken.
The well-known brand Reebok has deliberately changed its style and logo a number of times in recent years in order to stay ahead of copy-cats.
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