Is It Time to Update Your Logo?

When’s the last time you took a good look at your logo? No doubt, it is an essential part of your brand. However, a memorable logo is simply a symbol that represents the great brand behind it. It is there to create a sense of trust, support your core values, and serve as an anchor for your brand.

A logo most certainly obtains meaning from the brand it supports. In some instances, it may even become iconic, like Nike® or Apple®; but it’s the brand behind it, be it product or service, that establishes recognition for your logo. So, a great logo carries a certain amount of weight when it comes to designing this important symbol for your brand.

That brings us to the two things that will make a great logo, concept and design. Both must be well executed and contain the elements of a successful exploration. Concept takes a lot of thought, research, and creative investment. When it comes to design, it is all about color, shape, texture, form, space, lines, point, and harmony. In addition, it’s important for the designer to take an in-depth look at your category and your immediate competitors.

From a strategic standpoint, it’s generally rare that you’ll end up with more than a few exceptional candidates. Your logo also doesn’t have to telegraph what it is your company does. However, once it becomes associated with your brand, whether it’s a product, service, business or corporation, your logo should symbolize your culture and your values.*

So, the big question? When is it time to refresh or redesign your logo? What you once thought was unique and compelling about it may not be true today. Maybe your company or business has evolved, and your logo no longer speaks to who you are or what you do. Then again, if you’ve recently updated and upgraded your website or have undergone a total rebranding, your logo might not be in sync with the change.

If it’s time to take a look at your logo, here are examples of our work. We’ve created and designed logos for almost every category, from banking and investment firms, to real estate, restaurants, and information technology, in addition to health care, non-profits, and retail. To find out more, give John Wagoner a call or send him an email. This decision could make an important difference in your brand’s success and identity.

* (Barnett, “Straydog Blog,” June 8, 2017)