Your logo is how consumers relate to your business. It is a symbol of what your company represents and a beacon to those who buy your product. It may have been printed on letterhead, shirts, signs, and more. If your marketing campaigns have been successful, a consumer could recognize your product from across a busy expo more than 100 yards away just from the image. Yes, the logo can do a great deal for your company. Although your logo may have seen quite a bit of use over time, evolution needs to take place.
1. Generational – Most successful companies will change their logos as trends evolve from one to another. A prime example of change is the logo for Pepsi. This logo has seen close to a dozen changes since its inception more than 100 years ago. From its basic stylized font in the early 1900s to the embossed look it gained in 2003, this logo evolved with the times and concentrated on the appeal of the generation of that particular moment in time.
2. Fresh Look – As time progresses, you may wonder about the design of your logo. Although you may be happy with how well it turned out, you may discover that a fresh look to the design could help growth in sales. It may sound silly to some, but the iconic representation of goods can cause consumers to spend money on a product simply because the logo is on it. For instance, many people will buy an Apple product without knowing what the product does simply because of the logo.
3. Promotes Interest – You see it quite often in cyber-space. Periodically, Google will change its own logo to fit the holiday or occasion which draws more in to use the search engine out of curiosity. It may be the same product, but consumers will be drawn to discover why the change took place.
4. Affordability – Perhaps you were content with your logo design because it was cheap to manufacture at the time. If you’re still in business after a few years, maybe redesigning the logo to fit your budget could create the look you wanted in the first place. This affordability could have been from reproduction costs to paying a designer to come up with something cheap and easy. Now that your coffers are filling, maybe it is time to expand your advertising budget to include a new redesign of the company logo?
5. New Techniques – As time marches on, new techniques and developments could play a role in redesigning of your logo. Whether it is graphical improvement or simply learning more of the tools in Photoshop, your image doesn’t have to be set in stone. You can revamp it any way you wish.
6. Company Refinement – Many companies will redesign their logos if major changes have been done from within. Major alterations could enhance the way you do business and a fresh look to the logo could be a signifies to all that your company is redefining itself. Although many of your products and services remain the same, perhaps a new look will help others view your company in a new way.
Logos can be added to nearly anything in this day and age. Many companies will even make web-browser icons to match permanently putting the image within a visitor’s browser when the site is bookmarked or saved in the history. Evolving this image as trends change keeps it fresh and could entice other generations of consumers to spend money with your product. Keeping your finger on the pulse of the world can help you stay competitive in your market, and it all starts with the design of your logo.
About the Author: This guest post is contributed by Debra Johnson, blogger and editor of www.liveinnanny.com. She welcomes your comments at her email Id: – jdebra84 @ gmail.com.
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This is a great article, and I’m glad I happen to stumble across this site. Many logo designers would benefit from this advice whether they’re older designers or not.
In Design today a lot of the younger designers and even some of the experienced ones focus too much on the “look” of a logo design. Instead they should be focused on communicating the values of the product and or brand,the look is a means to accomplishing it, not the goal itself.
Sometimes however they focus on the look because that is what the client is worried about. But it is the responsibility of the designer to educate the client, and use their knowledge and communications skills to help them understand these things.
If you are not a good communicator than you are merely an artist, not a designer.
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