According to Action Card, it only takes consumers 10 seconds to form a first impression of a brand’s logo
The Pros and Cons of New Logo Design
At ColorWhistle we love logo design and our clients tell us we’re pretty good at it too! But while we’re always looking for new opportunities to create beautiful new identities for businesses, we also recognize that logo design isn’t right for everyone.
Specifically, if you already have a logo design, then you may not need a new one. In fact, a new logo redesign could actually hurt your current branding and do more harm than good. In other cases though, it might be just the ticket for reigniting the spark of interest surrounding your brand and helping you to expand your business.
Let’s take a deeper look at how you can make up your mind which it is…
Why Companies Redesign Their Logos
First of all, let’s recap on what a logo redesign is. Of course on the face of it, a logo redesign simply means that you are changing the look of your company’s logo for something newer and fresher. Often this is done to try and help a company distance itself from a bad reputation – and in some cases this might involve an entire rebranding with a new company name as well.
For instance, the company ‘BlueSnap’ used to be called ‘Plimus’. Plimus sold affiliate products but a string of bad press from unhappy users led to the company undergoing a restructure and relaunch. Unfortunately ‘BlueSnap’ is no better than its predecessor – but the rebranding was still a smart move.
In other cases though, a logo redesign might simply be used to help ‘freshen up’ a company’s image. If you created your logo 20 years ago, then it might be starting to look tired, even anachronistic.
Take Toys R Us for example. They changed their logo only very slightly recently by increasing the size of the ‘R’ and moving the star around it to the inside. They also took away the famous quotation marks.
Joe Marianek reflects on the thought process behind this redesign:
“The star has been stuffed into the engorged R in order to make a tight and simple(r) wordmark which is less patriotic, more bulbous and more fun.”
At the same time, the quotation marks could very well be seen as dated and even possibly ironic, which is probably why they kicked the bucket.
A similar example can be seen with the Windows logo. The original logo was a window with four panels that appeared to be almost waving like a flag with multiple colors. For the new logo, the same ‘four panel window’ design is used but it has a much sleeker and much more modern appeal. Simply put this brings Windows very much up-to-date.
The Risks Involved With Logo Redesign
There are risks surrounding this process too though.
For one, there’s the worry that your existing user base will be alienated by a new logo. You might lose the brand ‘awareness’ you’ve built up and some people might even judge it cynically – assuming it’s a ‘marketing stunt’ that’s aimed at getting more attention.
Of course a logo redesign can help to bring more attention to a brand and is likely to get you media coverage if your company is at all well-known. Whether this is a good or bad thing though will depend very much on your choice of logo.
What’s more, redesigning a logo involves a lot more work than you might imagine. Very often a website design will be based on the company logo (in terms of colors, theme etc.) which may mean that you need to overhaul multiple elements of your design work.
So in short, logo redesign can be a very useful tool – but it’s also a risk. If your company is still growing, the logo looks good and you don’t have a bad reputation to shake off, then it might not be worth taking that chance.
How to do Logo Redesign Right
Some logo redesigns go well (Microsoft, Toys R Us), others don’t go as smoothly (Digg, Starburst, Co-Co Pops)… so what makes the difference?
While there are no strict ‘rules’, one piece of advice that normally holds true is that good logo redesign shouldn’t change the formula too much. In other words, your new logo should still be recognizable as your logo. If anything an iterative update is preferable to a complete overhaul. This sends out the message that your company is the same as ever just better; as opposed to saying that you’re ‘giving up and trying again’.
ColorWhistle provides redesign and custom logo design services. We have helped countless businesses and brands to create stunning imagery that really helps them to excel and we know exactly what makes a great logo. If you’d like to learn more, then get in touch today and we’ll happily discuss our services.