The face of your company, also known as your logo, is an essential piece of branding and is how your business is recognized in the vast sea of competition in your industry. Sometimes, though, the original logo you choose to be the first impression of your business is outgrown or becomes an outdated element. If you are expanding, or if your vision has evolved, it might be time to hire a graphic designer for a new logo. Here are some signs you should look for to figure out if it is time for a new logo:
1. Your logo is a time warp
The main reason you need a new logo is when the logo no longer looks fresh. Although there is something to be said for sticking with time-honored images, logos need a facelift every 5-10 years, depending on modern trends and the personal growth of your business. Sometimes, all you need is a change in font, hue, or a slight readjustment of the image quality. Other times, you realize that the design needs a total overhaul. Companies that do this regularly to match trends are Starbucks, Apple, Pepsi, and Coca-Cola. Though the changes are subtle, they do indeed happen.
2. Your logo doesn’t represent your business anymore.
The business model you had when you began your business, whether it was 6 months ago or 16 years ago, is different now. The logo you chose back then was a representation of your business as it was upon establishment, but just as you have grown, so too has your business, and sometimes the image you had in mind at the start is not what you have now. In order to show off the growth and development of your business, you should make a new logo that emphasizes the changes.
3. Your logo doesn’t look good on mixed media.
In the past, logos were created to look nice on textiles, paper labels, boxes, and billboards—all things that require printing. However, in the digital era, your logo isn’t just going on paper. It’s going to be expanded, shrunk, and displayed throughout the internet on multiple mediums by the graphic designer that you hire. Furthermore, your logo needs to be recognizable digitally, in print, and in different colors. A logo that looks nice colored should also be recognizable if it has to be placed in black-and-white as well. If any media changes make your logo look unsatisfying, it’s time for a change.
4. Your logo is too complex.
Think about the logos that stand out. None of them are too complex and messy. Everything is simple, refined, and sophisticated. Complexity created by elements like clip art, drop shadow, and gradients are also considered obsolete and elementary graphic design, so if your logo is cluttered or looks like a 90s computer class project, it’s time to get a new one. Another reason complexity should be avoided is because overly complicated logos do not transition between media well.
The simple designs that encapsulate the mission and vision of your company as it stands now is the best logo there is. Let a professional graphic designer know how you have evolved, and you will be able to get a new logo in no time at all. The most important part, though, is realizing that the logo you have coveted might no longer serve you.