Six signs that it’s time for a new logo.

Maybe you’ve been in business for a while. You’ve come a long way from where you started. Maybe you’ve even expanded into new areas. So does the logo that you got the guy who printed your first run of business cards to throw together for you still cut it today?

Many business owners feel that if they change their logo people will no longer know who they are. Not true, as long as the upgrade is done properly. An upgraded identity is a sign that business is good, with a positive view of the future.

These are just some of the signs that it’s time for a change:

1. You have to explain your logo.

   Ever been asked what your logo means? If your logo needs to be explained to people (and we’re not just referring to the ‘hidden symbolism’ here) you’ve missed the mark and should consider a redesign… now.

2. Your logo doesn’t adapt well to modern media.

   If your logo was designed over 10 years ago it may not be optimised to work well on a website or on social media platforms such as Facebook and Twitter. It may have looked great on a sign or in a Yellow Pages ad but who uses Yellow Pages nowadays? Ask yourself the following; Can the logo be sized up or down and still be readable? Does it look good in black and white? Can you derive an icon from it? Would it make an appealing button for a mobile app? If the answer to any of these questions is no, it may be time for a new logo.

3. Your business is moving, preparing for a merger or is going to be sold.

   Any of the above circumstances mean that everything from stationery to signage will need to be updated. This is the perfect time to consider changing your logo. If you are involved in a merger an update is essential. You have an opportunity to clarify your branding and send a sign that new and better things are in the pipeline. And if you’re preparing to sell your business making sure your logo is up to date and your branding is consistent is just like ensuring your car is polished and groomed before advertising it on TradeMe. People will pay more for a well-presented business. It just makes sense.

4. Your company has changed, or grown new products or services.

   It’s normal for businesses to evolve over the course of time and this can often lead to major changes in the business. The logo you started with may no longer relate to what your business is all about now. It’s probably been a gradual evolution and you may not even have noticed. While heritage should still be considered, a logo is not about where your business came from but where it’s headed. Time to do something about it.

5. Your logo is too complex.

   The growing trend in logos has been towards simplification in design. Gradients and drop shadows used to be popular in logos, but these techniques are starting to look dated. Consider a simple logo design that utilises up to three colors. Choose a flat matte look. If your logo can be used in a transparent form as a background and still be recognisable, it has passed the ‘simple design’ test.

6. Your opposition has just redesigned their logo.

   OK, we’re not going to say you need to jump just because the opposition did, but you need to know why they did it. Were they simply more aware of current industry trends than you were? Are they now better positioned in the marketplace than you? If the answer to either of these questions is yes, it’s time for an update!

Time for a redesign? Talk to mhdesign about our logo design services.