What does your logo say about you?
Changing your logo can feel like a huge thing to do, especially if you have invested heavily in associated materials, stationery, branded items. Change isn’t always for the better as some brands have found over the years (read this article on the Gap logo change debacle). You should however regularly take a look at your logo and ensure it is still right for you.
Here are 7 reasons why you would need a logo redesign:
1. Customers identify companies and businesses via their visual brand:
What is a brand anyway? The word “brand” used to be associated with the name given to a specific product. “Brand” is now a much broader concept which can be summed up as how customers perceive a business. This includes identity, reputation, products, reliability, quality, etc.
So is a logo able to represent all of this? Well, a logo should really speak of who you are, what your business seeks to achieve and the context it is set in. It should be instantly recognisable as yours, and yours only. Think about a small blue bird icon? Or a black apple against a white background? Instantly, you think Twitter and Apple. Your customers can come to recognise your brand in similar ways.
2. Good Design leads to Good Perception and this means Good Business:
If your logo appeals and presents the right image, one that is in tune with what you are delivering/producing, then it will lead to a good reaction from customers. This, in turn, will help build up your following and customer loyalty, and ultimately should enable your business to do well or better.
Sounds far-fetched? Think about what your reaction would be as a customer when faced with a company whose logo looks neither good nor very professional. How would you feel about the quality of what they offer? If you had the choice between this and another company with a more professional-looking logo, which would you go for? We are instinctively drawn to more attractive visuals and big brands know that and use this to their advantage. Time to play their game.
3. Your logo hasn’t evolved with your business
If your business has significantly evolved in recent years and your logo does not reflect this evolution, it is time for a change. This is not about fads or trends but about accurately representing your your business and telling your story. Customers want to see the businesses they deal with are presenting a truthful image. Don’t confuse this with doing a logo redesign every time you launch a new product: focus on the essence of your business, its core offer, and ensure this is accurately and effectively represented.
4. Your logo is not as powerful/appealing as that of your competitors
Customers have choice. Businesses rarely have the opportunity to occupy the market on their own. When it comes to your logo, will you stand out from the competition or look like the poor parent? First impressions and looks do count! Stand out from the competition for all the right reasons, and tell your story in the best possible way. Similar attention should be paid to the photography, font, etc, you use on your printed and online materials. When we undertake logo (re)design with clients, we look at layout of documents, typeface, etc, so that the visuals are consistent across the business.
5. Your logo is too complex
There is a bit of a trend for minimalist logos at the moment. This doesn’t mean you should replace your colourful and beautifully drawn logo with two lines in monochrome (although that would work for some). Instead ask yourself: Is your trying too hard? Saying too much? Using too many elements? Do you have more than one logo for different parts of your business without any joined up identity? Look at your logo with new eyes, or ask others you trust to give you some impartial (and constructive and kind preferably!) criticism.
6. Your logo jars with your new website
You are getting a new mobile friendly, clean and modern looking website. Will your logo work with it or will it stick out like a sore thumb? Will it force your hand when choosing the website colour palette?
Sometimes a logo redesign is more about cleaning up an existing logo rather than designing a brand new one, to bring its look up-to-date and in line with a fresher website.
7. Your logo doesn’t work on mobile media
Some logos are too large or cumbersome to work on mobile, or on social media platforms (usually square or round). We often recommend you have a specific social media logo, smaller and more focused than your main logo. When visitors access your website via a mobile or tablet/iPad, your logo should work with the change in scale and format.
Case study: Lochbay restaurant
Lochbay is a restaurant situated on the Waternish Peninsula, in North West Skye, run by Michelin-star chef Michael Smith and his wife Laurence.
Lochbay’s food is a mix of Scottish and French influences. The owners wanted to bring the feel of a French brasserie through the interiors, the atmosphere or the restaurant and the branding. Brasseries traditionally use reds and golds in their signage, which were used here. The frame around the final logo is also typical of these establishments. To emphasise the personality behind the food and the restaurant, Michael’s signature was added, again in a nod to similar branding in French brasseries, and to personalise the logo.
Looking for a brand or logo redesign? Get in touch to discuss your business and ideas.