New Logo or Not to New Logo–THAT is the Question

I was reading the following article about all of the new logos that were premiered by major brands this past year and it gave me great pause to ponder why many companies are so itching to change, or “evolve” their logo.

We have a number of clients who approach us each year and, as part of their branding update planning, are convinced a logo redo is a must.

While with some companies, I couldn’t agree more.  For some others, it just seems like a potential waste of dollars if the current logo is truly timeless, has served them well and hasn’t presented any great challenges.

A new logo can translate into great cost, to include: signage, stationery, collateral, etc. which can add up quickly.

The true question is, why do you think you need a new logo?

Here’s my take.  

If you want to change your logo because of the following reasons, then you probably DO need a new logo:

1. The logo is dated (although, sometimes minor tweaks can refresh a logo to modernize it without a major redo, like this Embrey logo we updated)

Before & After

Adding some color, updating the font and adding a descriptive “tag” line helped bring it into the 21st century.

2. Your target market has changed and the logo isn’t properly fitted to appeal to that market.

3. Company product or service offerings have evolved, but your logo doesn’t seem to “fit.”

4. Your logo is or has become similar to some or many of your primary competition.  You may need a logo refresh to help you stand out from the clutter.

On the other hand, if you want to change your logo because of the following reasons, you probably DON’T need to change your logo:

1. You’re tired of looking at it.  This can happen over time.  But remember….YOU are not your target market.  You see your logo everyday, but an important part of branding is actually creating familiarity and a relationship with the consumer through repetition.

2. New management has come in and is wanting to make their mark on the company by making some updates.  Most long term brands hold brand equity in their logo and making a major change where the new and “improved” version isn’t obviously a huge improvement, could actually serve to alienate your consumer.

3. You aren’t willing to put the dollars behind the update to unveil the “new you.”  If you make a logo update but then don’t put your money where you mouth by updating the logo quickly on all of the touch points that hit your consumer, as well as making some form of announcement (internally and externally) explaining the evolution, the rationale for the change and the new direction of the company (at least symbolically), then you are wasting your money on a refresh and taking a chance of confusing your own staff, not to mention your current and prospective customers.

For what it’s worth, while I can agree with a few of the changes in the article about the major logo changes of 2012, there are others I think were a BIG mistake.  I’ll leave it at that, but would love to hear if anyone out there has any opinions?  If so, please share them here!

Click HERE to read the Business Insider article mentioned above.  

So if you’re considering a logo change, do some serious soul searching.  And if you’re having some trouble deciding, give us a call.  Believe me, I’ll shoot you straight!

Tracy Marlowe