Nowadays, a logo is distinguishes your company from hundreds of others. Only a truly unique and interesting emblem can be remembered and become recognizable, drawing attention to your brand. If you do not have a logo – your name will be lost among competitors, even if you have a very interesting name and product. The same thing is when your logo is not good enough, poorly made, lacks style or modernity. It can cause some negative consequences for your company, as your potential clients most likely won’t take you seriously.
A few decades ago, it was thought that a brand logo once created could remain unchanged forever. They said that reliable companies do not change over time, they remain faithful to the traditions and roots. It was thought that by changing the logo, the brand could lose some of its individuality and recognition and competitors would take advantage of it.
Nowadays, however, logo redesign has become a common practice. Even the oldest and most popular brands decide to change the image because they realize that it is useful and even necessary in today’s environment. For example, look at some of the most iconic bike manufacturers, most of them went through several motorcycle logo redesigns during the years.
It’s not a tribute to fashion, it’s an inevitable process that has a direct impact on the effectiveness of your marketing. Every action in business is designed to increase profits, and a redesign is no exception. In addition to following trends, an image change offers several other tangible benefits.
Experts recommend a redesign at least every 10 years. Some brands, especially in the early days of its development, may change the logo and more often – up to once a year. It can also be just slightly modified and refreshed. Actually, a redesign can come in two ways:
- Basing on the previous logo version. This is what some big names usually do. Take, for example, the NFL logo, which is being refreshed regularly, representing the stable growth and reputation of the league. The iconic emblem is being simply updated to current trends. Sometimes a new element can be added to the familiar image.
- New logo from scratch. Some brands are not afraid of experiments and prefer radical changes, then the logo is being completely redrawn. New font, new color palette, and new graphical components will give a new start to your business and gain you more customers.
With a new logo, you can show the values and philosophy of your brand, making it look up-to-date and progressive. As each company aims to grow and change with the needs of its customers, so it is very natural, if its visual identity is being changed accordingly.
The new logo also helps in adapting your business to the Internet, as this is where the market is most active today. Besides all the obvious factors, the redesign of your visual identity will also give a good reason for the informational activity, which will increase your audience and popularity.