A logo is the face of your brand, and it is on every piece of collateral that you produce for your business. It’s how people identify you, and it is important to keep your logo consistent so that your customers and potential customers know who you are when they see your logo.
However, there may come a time when logos need to be updated and tweaked or when a total logo redesign may be necessary. For example, your logo and brand may have had a unique color or design when you started, but after a few years, maybe everyone in your industry uses the same colors with a similar design. You may want to do a logo redesign to stand out from your competition and reinvigorate your marketing efforts in the community because people notice things that look new to them. Another time when it may be appropriate to change your logo is if you are rebranding a company and looking to make a new statement with your purpose, mission, offerings, etc. When a major change or shift occurs and the direction of your company and its future change, a logo redesign is often a logical step to re-announce your company to the community.
The process to redesigning a logo can take time and can be difficult to arrive at a logo that you love and one that conveys the right message. Here is a general overview of what goes into a logo redesign:
- Do Your Research- See what you like and don’t like about your current logo. Look to what your competitors are doing and try to see where you can stand out. Find logos of other companies that you like, and take note of what you would like to implement as design elements in your new logo.
- Hire a Professional Graphic Designer- Your neighbor who dabbles in creating graphics on Canva may be helpful for small scale projects, but with something as important as your logo, hire a skilled graphic designer to create your new logo. They will be able to add a professional quality and creativity that you won’t be able to get elsewhere. Most importantly, they will be able to ensure that your logo is created and saved in the right file type. Vector files are necessary in logo design to retain clarity, while other file formats are also needed for various graphic needs. A professional graphic designer will make sure that you have everything you need to use your logo for any of your various projects.
- Take Your Time and Make Edits- Your perfect logo will not come about in one try. It will probably take multiple efforts and several rounds of edits to make it just right. That’s okay! When working with a designer, make sure to be respectful of their time and effort, but don’t be afraid to tell them when you don’t like something and would like more options/edits. They understand how big of a deal your logo is, and they want to get it right, just like you. On the flip side, know that there comes a time when you have to stop tweaking and be happy with and proud of your new logo. Don’t make unnecessary edits just for the sake of making changes.
- Make a Plan for the Switch- Changing your logo, especially one you have had for several years, can be daunting, and it’s a decision that shouldn’t be taken lightly as there are some challenges that come along with change. Having the right strategy in place to implement the new logo is key. Simply changing everything overnight won’t do the trick - careful planning and appropriate messaging to accompany the new look will set the rebranded logo up for success.
Redesigning your logo at the right time can make a big difference in refreshing your image and communicating a positive change in your business to the community. WIth the right strategy in place, and an awesome new logo in hand, a successful rebrand is imminent.