Keeping your company brand fresh and relevant is essential to your business’ success. What is the first thing that people recognize about a company? It’s logo. Nike and Coca-Cola are examples of this. Their logo is synonymous with their name, the Nike swoosh has become an iconic symbol where Nike no longer has to use its name to be recognizable. From Microsoft to Walmart one thing that all the fortune 500 companies have in common is their constant logo evolvement and the trend is in: simplicity takes the cake.
Most companies that we've talked to are apprehensive about updating their logo, whether the cause be unrecognizability, a fear of change or spending money on a redesign, they all pail to the benefits of sprucing up your logo. Something as simple as changing the font, shading or slight color difference can catch the attention of your existing clients and eventually some new ones.
Keeping a logo simple (and designed by a professional) can convey your message in a more effective way. For example, Pizza Hut redesigned their logo, made the red color bolder while eliminating the other colors for a more simplistic and clear look (red conveys hunger/food).
Understand that your logo conveys something about your company, so when deciding what to change make sure it stays in line with your message, and changing something too drastically can have an inverse effect which may require an unneeded amount of re-branding.
Keep in mind these three key things to remember when deciding to change your logo and your brand will stay fresh, relevant and consistent.
Stick to one or two colors
Every color says something about your business so choose wisely and make sure it fits with your company’s ideal (i.e. red evokes feelings of hunger). Too many colors distracts the eye. As you can see in the example of Morton Salt Girl. The absence of the shading adds to its vibrancy and modernism.
If you have an icon that works keep it
You should keep elements that will make your branding recognizable. For example, Marriot kept the stylistic M in their logo and highlighted it which captures the eye and works in multiple platforms.
Keep it simple
Whenever thinking about changing your logo remember that simple is in, its modern and it will stick in the minds of your customers. Sometimes customers have a split second to recognize a brand, so like Apples first logo it would not do well in smaller formats or on a billboard, or vehicle.
Sometimes change is good in business and a new logo can do just that. Making small changes can lead to higher brand recognition. Stick to the simple things and your business is sure to make it in the 21st century business world.
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