Redesigning your business logo: the pros and cons
Redesigning your business logo: the pros and cons
We all love a change. But before tinkering with fundamental elements of your brand, such as your logo, it’s best to stop and think. Why am I redesigning my logo? Does it make sense, and will it negatively affect how my current and potential customers see my brand?
But first, let’s consider what makes an effective logo.
What are the essential qualities of a good logo?
Unique and memorable – a good logo stands out from the crowd. It’s instantly recognisable, distinctive, and memorable.
Simple, versatile, and easy to reproduce across various mediums without losing its impact.
Timeless – your logo's typography and overall style shouldn’t look outdated.
Relevant – it fits your business, reflects your brand’s identity, and appeals to your target audience.
Think about some of the best-known logos – McDonal’s, Coca-Cola, Apple, Google, Nike, Amazon. These iconic symbols have changed little over the years and reflect the values and image these companies want to project.
Nike’s swoosh represents speed and movement and is instantly recognisable. The simple Apple logo with a bite taken out of it is synonymous with Apple’s reputation for innovative design. Coca-Cola’s script font and contoured bottle design evoke nostalgia for a simpler time.
Are there benefits to changing your logo?
Of course, things change, and businesses evolve. Changing your logo could be one way of signalling that adjusts to your customers.
Here are three reasons why your business might benefit from a logo change:
Rebranding your business – you might update your logo if your company has shifted its focus or values and wants to attract a new audience.
Refresh the look – some logos get tired if they’ve been around a while. Redesigning your logo can indicate that you’re keeping up with the times.
Focus your audience's attention – a logo change could generate a buzz and draw attention to your business – especially if you’re making substantial changes to your products or services.
Are there risks in redesigning your logo?
Weighing up the pros and cons, you’ll want to ensure the pros win the day. So, before you commit to a logo redesign, consider the drawbacks:
Loss of recognition – changing your logo may sacrifice the familiarity and trust you’ve built over the years.
Confusion - regular customers might feel disconnected if a drastic logo change makes it hard to identify your brand.
Negative perception – if done poorly, you’re newly made-over brand may convey instability and a lack of direction.
Extra cost – you’ll need to budget for changing design and marketing and updating materials like signage and packaging.
Backlash – not everybody likes change. You may find that some customers resist change and express disappointment or even anger at the new logo.
Is there a right time to change your logo?
Timing is everything! In certain situations, a logo redesign may even be necessary. Here are some situations that might indicate it's the right time for a change:
Evolution of your brand identity - if your organisation has significantly shifted its products, services, or values, a new logo can reflect this change.
Outdated logo design – design trends change. If your logo looks tired and outdated, it might be time for a refresh.
Merger or acquisitions - a new logo can symbolise unity and a fresh start for the combined entities after a merger or acquisition.
Anniversaries or Milestones - celebrating a significant business milestone can provide an opportunity to unveil a new logo.
Time for a reputation makeover - if your brand has faced negative publicity, a redesigned logo can signal a renewed commitment to positive change.
When redesigning your business logo, consider the potential benefits and risks carefully. A successful logo redesign can breathe new life into your brand, attracting fresh audiences and reflecting your growth.
But take care. It's essential to balance this with the risks of losing recognition, alienating existing customers, and incurring extra costs.
Ultimately, a logo change should align with your brand's evolution and strategic goals. Remember, a logo is more than just a design; it's a visual embodiment of your brand's story and values.
If you’d like to discuss whether it’s time for a brand and logo makeover, get in touch. Call Katarina on 0415 128 804.