We are a society surrounded by constant change. Radio stations. Clothes. Batteries. It’s usually apparent when such things need changed. But what about the less obvious, like your brand logo? Lately there has been noise in the business world surrounding “building your brand” and establishing consistency. So at what point do you consider an update? A refresh? A new direction?
A good place to start is to look at how long you have had the same logo design. It’s important to consider the relevancy of your logo elements. Are the fonts, colors, and imagery still significant with the culture of today? What was once modern and compelling can lose power over time, as it is not uncommon to consequently be considered out-of-touch simply by your identity. A complete overhaul is likely not necessary, but small adjustments to a dated logo can go a long way.
A second reason to consider redesigning your logo and image is internal evolution. Have you changed your mission statement or started offering new products or services? Did your company recently merge? Have there been changes in leadership? Such evolutions are an ideal time to update your logo to reflect your business growth.
Maybe your business hasn’t changed but you’re just looking to change directions, reach a broader audience and redefine who you are and what you do. A refreshed logo is a great place to start.
Let’s take a look at a real-life example. One of the more memorable of the decade, with a highly consumer facing logo, is Starbucks. In 2011 Starbucks celebrated its 40th year. With its last logo update taking effect in 1992, Starbucks knew that it was time to evolve. Between 1992-2011, the infamous Starbucks black siren was surrounded by a green circle with the words “Starbucks Coffee.” As Starbucks made its future business plans, they knew that they wanted to be known for more than just coffee. They would be adding new products, and eventually services. By translating the green to the siren and removing “Starbucks Coffee” completely, Starbucks was able to create not only a more modern look, but also open themselves up for expansion of offerings beyond coffee. The new design was still familiar enough that consumers recognize the brand. Sure, it took some audiences longer than others to accept the change, but in the long run, it aligned perfect with Starbucks’ long-term business plans.
It’s not just Starbucks that is accustomed to updating its logos. Coco-Cola has changed its logo over 10 times in the past 100 years. Wal-Mart has seen six updates since the 1960’s. Even Apple has changed its logo three times since its establishment in 1976.
Logo changes are pertinent to brand growth and can propel your business in new directions. It’s a strategic decision, but if considered carefully, it will have great pay off.
Have changes internally had you thinking you need something new? Do you want to refresh your image? Let us help you!
