SEVEN GOOD REASONS TO UPDATE YOUR LOGO.
Have you noticed that a number of high profile organisations have changed their logos recently? A few that come to mind include Woolworths, ANZ, RAA and Advantage SA, formerly SA Great. For better or worse re-branding has become popular among companies and not-for-profits of all sizes.
But being commonplace doesn’t necessarily make it the right thing to do. If there are no compelling business reasons to change, it’s best to keep your existing logo.
Then, there are times when updating your logo is good business. Here are seven good reasons to update your visual identity:
1. A COMPANY CHANGES ITS NAME
Whatever the reasons for the name change, updating the logo should be considered.
This is especially the case when the symbolism of the old logo clashes with the new name. An example of this is Adelaide Road Psychology changing its name to Novia.
2. THE LOGO BECOMES CONTROVERSIAL
A shift in society or political policy can render a logo inappropriate. When this happens it is wise to change the logo. International coffee bar franchise Starbucks preempted this problem before it had a negative impact on the bottom line.
3. THE LOGO BECOMES OBSOLETE IN MEANING
When a technology becomes obsolete, so does the logo linked to it. For example, recall the His Master’s Voice logo, eventually the logo of the dog listening to a gramophone was dropped in favour of the stylised RCA acronym.
4. THE LOGO APPEARS OUT OF DATE
Graphic designers, like fashion designers, follow design trends which are eventually superseded. The vast majority of all logos require an update at least once in their lifetime.
5. THE LOGO IS FLAWED DUE TO POOR DESIGN
Unlike a doctor who must be licensed to practice medicine, anyone can be a logo designer. As a result poorly designed logos are all too common. Take the example of Ferris Metal Recyclers. This logo relies heavily on special effects and design clichés. The new logo overcomes all of the problems inherit in the old logo.
6. A COMPANY ENTERS A NEW MARKET
New markets mean new customers and competitors. There is a risk that customers will reject the existing logo or it will look dated when compared to the logos of direct competitors. Conducting logo-specific research before entering a new market can highlight these problems.
7. A COMPANY CHANGES ITS VISION
A well-designed logo signals a company’s vision to the outside world. Haarsma Lawyers is a perfect example. The focus of Haarsma Lawyers vision has shifted towards franchising and being more approachable. It’s no surprise that the new logo reflects this shift.
