Logos are essential to a strong business brand. You use it everywhere – on your website, on marketing materials, business cards, letterheads, and so on. When it’s a great logo, it’s a joy to see it on all these things. But what if it isn’t a great logo?
Many businesses feel strongly tied to a logo that really ought to be updated. How do you know when you have a logo that could use some love? Here are some signs:
1. It has confusing typography.
Sorry folks, I’m giving it to you straight here. Nobody is ever going to take your business seriously if you use Comic Sans in your logo. Make sure the font used in your logo matches the appropriate voice of your company and the mood of your audience.
2. It references technology that is outdated.
Think about it – why would anyone hire your company if your logo directly references something that’s no longer used in today’s market? It’s probably a good idea to avoid directly referencing any particular technology or device at all, so you can avoid the impending obsolescence you’ll someday encounter.
3. It looks way too much like another logo.
It really doesn’t matter if you thought up the striped globe idea first, your logo will always be confused with AT&T. It’s worth it to define your brand with something original that doesn’t resemble another company.
4. It’s too vertical, too horizontal, or just too big.
Ideally, you should have multiple versions of your logo to use in different situations. If you don’t, you may find that your square logo is hard to work into a web design, or your vertical logo looks weird on your letterhead. A good logo design will include these multiple options to work for you in any condition.
5. It’s hard to read.
This one is a big more subjective, but sometimes a logo can be difficult to see or understand. It may be in a font that’s a little too complicated for a logo, or it may just try to say too much. Maybe it needs a little clarification.
6. It’s holding you back.
If the design of your logo is keeping you from exploring different color and text treatments on your website or other materials, it may be time to come up with something a bit more versatile or neutral.
7. You don’t have a vector version of it.
If your logo exists only in a low res .jpeg that you’ve been saving and resaving since 2001, it’s definitely time for an upgrade. You need something you can reproduce at any size, and for that, you definitely need a clean, vector-based, high res design.
8. It sends the wrong message.
If you feel that the tone of your logo does not match the tone of your business, you have a brand problem.
9. It just looks old.
Another subjective qualifier, but sometimes you just look at something and you can tell in what decade it was created. This can be done very well, and can often stand the test of time. Most of the time it doesn’t.
10. Your business is approaching a milestone.
A logo refresh is a great way to celebrate a business anniversary, a new website launch, a new location, and so many other things. A logo that evolves over the years shows that your company is growing and adapting to the world in which we live. For instance, check out some of these brand giants and how they’ve evolved over the years. If they weren’t afraid of change, you shouldn’t be either.
So if any of these ring true for you, we’d love to help you modernize your brand, and make sure you’re putting out the right message.