Your logo is an important part of your brand. It communicates your value at a glance, helping you build trust and establish your unique identity. Generally, it’s a good idea to maintain consistency in your logo over time so customers associate it with you. Sometimes, however, it will need an update.
When do you know it’s time to modernize your logo?
It Is Out of Date
Over the years, things change. Maybe you’re catering to a new set of customers. Maybe you’ve found your niche and changed the focus of your business. Or maybe there are trends all your competitors are responding to in their branding – but you’re not on board yet. Whatever the case, your logo needs to reflect your brand’s authentic, current “self.”
It Looks Unprofessional
It’s not unusual for a solo entrepreneur or small business team to take a few shortcuts with visual branding early on. Outsourcing your design to a low-cost freelancer can get you in the game faster, but the final product might not stand the test of time. If you don’t feel your logo inspires confidence, it may be time to step things up with a more professional presence.
It Is Too Complicated
“Flat” Web design, intended for easy browsing on small mobile devices, is one of the most important visual trends online. The basic idea of flat design is to get images down to their most basic elements. This same idea can be a refreshing approach to your logo: The simpler it is, the easier it is to identify in many contexts.
Best Practices for Developing a Logo You Can Love
You want a logo that stands out, but unless you’re a graphic designer, odds are good you’ll need outside help. Don’t worry: There are steps you can take to make the process easier and more effective:
Vet Designers Heavily: Make sure you work with true professionals. Many low-cost “designers” offering piecework online actually churn out generic logos using cheap software.
Have a Clear Concept in Mind: When working with a creative partner, the best thing you can do is bring clarity to the table. Narrow your ideas to two or three top choices before you start the process.
Think in Terms of Color: The colors of your logo should influence your Web design, business cards, stationery, and more. With a palette in mind, you can really accelerate the process.
Test Your Logo: Once you have draft logos, test them on neutral parties – ideally, people in your target demographic. See what their first impression of your design is before you decide.
Your logo is crucial, so don’t be afraid to let it evolve with your business!