You can't avoid it any longer -- it's time to redesign your business logo.
It's a task a lot of small business owners dread. After all, if your current logo isn't broke why fix it? But even successful logos need an occasional facelift to maintain their edge in the marketplace.
The goal of a logo redesign is to implement small changes that freshen up its appearance while maintaining its strength as a customer recognition device. If your logo has been historically effective, your new logo shouldn't be completely unfamiliar to your customers.
Knowing when it's the right time to update your logo is the first step in the redesign process. If your logo feels stale or no longer reflects your company's business model then an update is clearly needed. However, if it's been a while since you updated your logo, you might want to think about incorporating your logo redesign into a larger marketing initiative.
Here are some other logo redesign thoughts to consider:
- Simplify. Sometimes a logo redesign is just a simplification of an existing logo. Shadows, embellishments and other design features might have seemed like a good idea when your logo was created, but now they seem like overkill. By simplifying your logo you will clean up its lines and present a crisper image to consumers.
- Update messaging. An old logo may be incapable of communicating your current messaging to the world. If your logo and your message are out of whack, try to subtly update the logo to demonstrate that your company has changed with the times. But if the messages are too inconsistent, you could be headed for a total redesign.
- Update fonts. Fonts change with time and if your logo is font-based, you will periodically need to tweak your logo to keep your image up-to-date. Take a look at the fonts other businesses are using in their logos to learn what's in style.
- Reflect consumer trends. Your font should also reflect social and consumer trends. For example, in the '80s and '90s logos appeared large and imposing with sharp edges. These days, many logos have been redesigned with rounded edges and lowercase letters to reflect the mood of the American consumer.
- Technology. In a logo redesign, keep an eye on how the logo will integrate with current technology. Certain colors pop on modern computer screens and the fact that your color scheme worked twenty years ago doesn't mean it will work with today's technologies.