Letting go
As a marketing agency that’s strong on branding, we meet many clients who want to change their look but are reluctant to change their logo. We understand how they feel. We can become attached to what is familiar, and the idea of change can be scary. But what’s more scary is holding on to a logo that isn’t working and could be holding you back from success. If you’re unsure about whether or not you should make a change, we’ve put together a list of the top 5 signs that it’s time to let go of your logo:
1. Your logo is a photo or a busy illustration
The photo may be a great image, but it’s limiting your potential and here’s why: a photo does not reproduce well on many surfaces (apparel), it can’t be enlarged (billboard, signage), it can’t be placed on top of another photo (advertising), and you lose legibility and detail at smaller sizes (business cards). If it’s a busy illustration (more than 3 different graphic elements) then you have the same problem with loss of detail and limited applications.
2. Your logo was a DIY project
Launching a new business is expensive and budgets can be pretty tight in the beginning. Designing your own logo is one way to keep costs down, but that was then and this is now. Why continue to settle for an identity that was designed by anyone other than a professional? A designer’s skills and experience can make a world of difference in the quality and effectiveness of your logo.
3. Your services have changed
Businesses evolve, grow, and diversify over time. The products and services you provided when you started your business may have changed drastically since then. Your logo should reflect what you currently offer. A redesign of your logo can also call attention to the change in your business which will make your existing clients more aware of your new products and areas of expertise.
4. Your logo doesn’t reach your target audience
It’s not unusual for a business to need to refocus their targeting, especially if it was not clearly defined at the start. Or a business may want to expand their audience to include demographics that were not previously considered or targeted. In any case, a logo refresh can make your brand stronger and more likely to convert prospects into customers.
5. Your logo was designed 30 years ago and it shows
Trends change, even in logo design. Colors or typefaces are hot for a while and then over time they lose their freshness and customer appeal. Moreover, an outdated logo can give the impression that a company doesn’t care about their brand or that they are not paying attention to the marketplace. Updating your logo helps your company maintain an image that stays current and appeals to your target audience.
Are you ready for a new logo? Contact Boost Studio for a comprehensive brand review and let us show you the possibilities and opportunities a new logo can offer.