A logo serves as an important symbol and identifier for a business. Conscious connections are made between a company’s logo and the product and services they provide. More than likely, a potential customer’s initial awareness of a brand will be the logo — and there’s never a second chance to make a first impression.
Ignoring the need for a new logo may be costing you sales if your logo is outdated or gives the wrong impression of your business.
If you’re thinking about a new logo design for your business but you’re unsure if you actually need to update it, the following questions can help you make an informed decision.
Has your business changed directions?
Most business models change over time and that evolution will most likely include a change or expansion in product and service offerings. If your current logo was developed when your business first took flight, it may not properly represent your current model — and a new model means reaching a new audience.
A newly designed logo may be in order to accurately portray the expansion or evolution of your business over the years. A logo with relevance to your industry is key to proper audience perception and connection.
Did you create your logo yourself?
Your business is your baby and it’s been successful under your leadership and influence. We get that.
Maybe your current logo was created in Microsoft Word, contains clip-art, or was hand-drawn on a napkin because of advertising budget constraints. If your business is now established and has gained a foot-hold in the market, you may want to consider a new logo. A unique, professionally designed logo can help you reach a broader audience and take your business to a new level. In fact, a more professional brand position in the mind of your target customer is one of the main advantages of using advertising agencies.
Is your logo too complicated?
Today, most new logo designs are trending toward a simple and clean look, and there are good reasons for this.
The main function of a logo is identification, and if yours is overly complex, it may appear confusing or insignificant. On the other hand, a simple, clean design can help distinguish you in an overcrowded market and brief attention spans. After all, you want potential clients to remember and associate your logo with your company and the products and services you provide.
Does your logo work across multiple platforms?
There was a time when logos were used only in a traditional sense—building signage, vehicles, business print collateral and packaging, for example. That time is over.
Now, logos are used in multiple applications that have been made popular in the past decade or so. Those of us with a nostalgic appreciation for traditional advertising, myself included, must realize the demand for our attention has shifted to modern digital formats, such as mobile-friendly website design and social media viewed on modern web browsers. A simple, clean design with a clear readable typeface is easier to recognize and assures versatility and consistent user perception across a broad array of print and digital platforms.
How does your logo compare with your competitor’s?
A good place to start when contemplating a logo redesign for your company is checking out the competition. What is it about your competitor’s logos that you like? Does your logo meet the same standards of recognition, audience relevance, and versatility? Is your logo clearly lagging behind them in terms of being memorable for the audience to which you are both catering?
Your logo should help you stand out and distinguish you from the competition. If it doesn’t, it’s probably time for an update or redesign.
All things being otherwise equal, the right logo can be the difference between a potential client proceeding with your call-to-action and closing a sale — which means a measurable difference in your bottom line. The right logo can be effective in creating a brand name and instilling confidence at first glance.
A sense of confidence. An effective and accurate representation of your business. A positive first impression — These are all feelings and perceptions we would like to instill in the audience we are trying to reach.
At MARION, we take logo design seriously. Check out our logo design portfolio and contact us today for your logo design needs. We are certain we can provide you with a design you can be proud of, will be recognizable and distinct, and can be used across all of today’s marketing platforms, both traditional and digital.