Companies evolve over time, and so does the way in which they are perceived by the public eye. Some changes of this sort are a natural byproduct of doing business, and others are undertaken voluntarily for a specific purpose. Redesigning the company logo would be an example of the latter category. It is a process by which companies seek to transform their chief visual identifier in order to achieve some branding-related goal.
Some people have the impression that logo redesign is a fairly simple and straightforward procedure, but in reality it is more complex than it initially appears. There are various factors to consider when opting for a redesign, and failing to take them into account can significantly hinder a company’s branding efforts. To get a better understanding of what the process of logo redesign entails, take a look at our guide in the text below.
The Purpose of a Logo
A logo is the centerpiece of a company’s visual identity. This makes it an indispensable tool for shaping the image of a company. Without a logo, consumers would have a harder time distinguishing your company’s products and services from the competition, which is something you want to avoid at all costs.
In the context of marketing, a logo is used as a means to translate complex ideas into concise messages that are used for communicating with the audience. A logo can tell the customer more about a product or service than a wall of text, and is much easier to integrate into other kinds of advertising material.
The process of branding relies on logos as well. Raising brand awareness is a complicated endeavor which involves the promotion of a particular narrative across multiple channels of communication. One of them is visual storytelling, and a logo can act as the focal point around which other elements can be arranged.
The Nike Swoosh is a great example of a logo that accomplishes all of the above. It is unique looking, which makes Nike products easy to distinguish. It evokes a sense of speed and motion, which perfectly describes the feeling you have while wearing Nike sneakers. And finally, it portrays Nike as a company that values innovation, elegance, and high performance.
Hallmarks of Quality Logo Design
If we compare a logo to other works of visual art, it will look positively quaint in comparison. This perceived simplicity usually leads people to conclude that designing a logo must be easy, and nothing could be further from the truth. Whether you are giving your logo a makeover, or creating something from scratch, you need to take into account at least the following two key aspects.
Color is the first thing you should pay attention to when designing a logo. People associate each color with a different emotion or idea, which is a fact that logo designers have to take into account when trying to represent a given brand. Colors that are next to each other on the color wheel combine to produce a harmonious effect, whereas ones that stand opposed each other can work to produce a dynamic look.
The other important thing to consider is typography. Branding and logo design agencies use different kinds of fonts to further nuance the tone of a logo. Serif fonts help create a classic, high-end look, script fonts mimic handwriting in order to add a sense of personality, and display fonts are usually highly stylized and eye-catching.
The IBM logo is a good example of different visual elements working together to produce an effective look. The heavy serif font radiates an aura of stability and confidence, the blue-white color combination is easy on the eyes and evokes a sense of comfort and security, and the scanline pattern identifies IBM as an IT company.
Reasons for Redesigning
As a general rule, a logo is created with longevity in mind, but there are some situations when opting for a redesign is the most sensible course of action. If done right, a logo redesign can bring tangible benefits to a business. Conversely, a redesign conducted in a haphazard manner can cause a backlash among consumers, which is why the whole process should only be undertaken after much consideration.
One situation where a redesign can be beneficial is when a business expands its operations in some significant way. A new logo is a great way to signify that a company has a plan to move into the big leagues, as well as the resources and expertise to carry it out.
Another situation that might call for a logo redesign is when new competitors are entering the market. Giving your logo a face-lift will show customers that your company has what it takes to give the competition a run for its money.
Sometimes, a redesign is merited by a change in company values and ideas. Redesigning the logo in this context can be seen as a signal that a company is turning a new page, or trying to change its image to be more in tune with the trends.
The evolution of AT&T’s logo is great example of a redesign done right. Initially, the bell was cleverly used to represent both the sound of the telephone, as well as the name of its inventor, thus portraying the company as provider of communication services. Over time, the bell was transformed into a globe, demonstrating the evolving nature of communication technologies.
Logo redesign is an essential part of brand maintenance. Without periodic redesigns, a logo will eventually become disconnected from what your company stands for, which is why it is important to keep the two in sync at all times.