An organization logo is important. No doubt about it.
Maintaining a level of consistency and recognizability should be the goal as time goes on, and unfortunately this can often cause people to think that a logo can NEVER change.
Think about the most iconic logos of all time. They haven’t changed, right?
If that is your thought process – check out this list of famous iconic logo changes (and then keep reading).
Your logo and brand strategy are important because they establish a comprehensive identity for your company. Time marches on and there will come a day when your company’s mark will need a refresh. Here are your trigger points for when that needs to occur:
The trend toward cleaner and simpler logo designs is not by accident. Organizations are moving toward text and clean shapes because they perform better digitally. They are easy to put on screens of all sizes and have great contrast on a variety of backgrounds. If your current logo is illustration-heavy or difficult to resize while maintaining readability, you should consider getting some professional help.
This one is a little trickier to pin down and may require some user feedback. Ask people that know your brand what they think of when they see your logo. Even better, ask complete strangers for the first 3 words that come to mind. Leaves and the color green have been used to signal growth and health, but nowadays can imply things like eco-friendly or environmentally conscious. Take time to consider if you are sending the right message.
Nuance is about knowing how to communicate without over communicating. Logos that contain clip-art depictions of all 17 of your service offerings are trying too hard and are not easily understood. If your logo is too busy, people are not going to grasp it. Your branding should give an impression, not try to answer every question.
Need a completely unbiased opinion on your current logo and branding from industry experts?
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With more than 10 years of agency experience, Jenny has had the privilege of working with a large variety of brands. She loves partnering with other business owners and entrepreneurs, and specializes in brand development. From digital marketing to online course creation, Jenny’s knowledge and skillset has prepared her to be a successful creative director.