When discussing plans for a brand redesign, a common question that many potential clients have is whether or not their logo needs to be factored into the project. It’s a reasonable question, especially when your logo has been around for years and has seemed to work just fine as it is.
Without waxing philosophical about the importance of a well-executed logo, I’ll simply put it this way: your logo is the foundation for your brand’s overall visual identity, as well as its credibility, relevance and memorability.
In other words, the lasting impression your audience has about you and your company comes down, in large part, to whether or not your logo is executed properly (no pressure, though).
Since your brand is (hopefully) being seen by new audiences every day, you want to make sure your logo does its job to attract and engage people. So if you’re doing a brand redesign, your logo should be the first component that you tackle.
Now that we’ve established that, let’s circle back to the question of whether or not your logo actually needs a redesign. Here are three questions to guide your decision:
1. Does this logo indicate what my company is about today?
Your brand and mission have no doubt evolved since starting out. Your logo should represent where you are today, as well as where you’re headed. This alignment benefits you and your brand in a few ways:
2. Does this logo translate the same way in different sizes and formats?
With changes in technology – both print and digital – there are far more factors to account for in your logo’s design. That why it’s important now, more than ever, that your logo be as uncomplicated, minimalist and versatile as possible.
For example, online marketing platforms like Facebook and Instagram give you just a small square area for your logo, which is typically viewed on mobile devices. Having a vertical version of your logo lets you maintain its design integrity and still stand out in smaller dimensions.
In addition to being flexible for varying dimensions, your logo should also be simpleenough to recognize in varying formats. The general rule of thumb is your logo should still be legible when it’s reduced to smaller than one inch or printed in black, white or grayscale.
3. Does this logo reflect modern design standards while staying true to its origins?
Let’s face it, most people don’t like change. And if your company has a successful track record, then it’s likely you’ve already established some brand recognition (huzzah!). Even with evolving standards and trends, it’s not always necessary to start from scratch.
Elements of your logo, like the font and color scheme, should show that your brand is relevant and progressive. However, your colleagues, oldest clients and team should also be able to see it and recognize that it’s still you.
Choosing whether or not to redesign your logo is no simple matter. Answering these questions will help steer you in the right direction. Whatever your decision, it’s important that you make it objectively, based on what you believe will be the best move for your brand’s ongoing success.
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