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4 Signs it’s time to refresh your logo

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4 Signs it’s time to refresh your logo

A logo is a vital part of your company’s visual identity. A potential client’s first perception of your brand, and your most identifiable asset. 

Unfortunately, our experience has shown that many businesses treat their logo as a static one-off design, never to be re-visited. Once designed, often in the early stages of the business, it is then left abandoned. 

But, like all aspects of your business your logo can adapt to meet requirements and to keep up with industry standards. There are logos out there that will stand the test of time but even the largest companies in the world make minor adjustments to their logos from time to time. 

Below you can see how 15 famous logos have evolved over the years, showing how a logo can adapt to modern times. Logo design trends right now are leaning towards simple & flat.

Images to show how famous logos have evolved over time
Image from Just Creative

These adaptations allow them to maintain consistency and relevance across their marketing materials.

So, how do you know if your logo is ready to be refreshed?

1. DESIGN IS OUTDATED

If your logo was designed 10 years ago then it’s probably starting to look a little out dated. More importantly, while it may look OK on print it may not work so well when placed on your website or social media sites. Having your logo redesigned using up-to-date graphic design software will ensure your logo is easily adaptable for a variety of uses including print and digital media.

2. DOES IT MAKE SENSE?

There are lots of logos out there that have been created purely because they look lovely. Many of these logos though tend to have nothing to do with what the business actually does. This can really negatively affect how memorable your business is.

If your logo is confusing and doesn’t represent your business this can indicate a poor understanding of what your business offers. The concept behind your logo needs to come from the concept behind your business and if that is not the case it’s time for a refresh.

3. IT DOESN’T FIT INDUSTRY NORMS 

If you own a nursery school or you’re starting up a new, lively cocktail bar then a creative, colourful logo is probably best for you. But, if you’re a serious professional where your competitors have logos that are all simple and sophisticated try not to deviate too much from the industry norm.

The biggest businesses in your industry have probably paid a lot to have their logos forensically thought through and designed so it makes sense to consider what they have done. Having a logo that completely defies industry norms could potentially suggest your company doesn’t really know what it’s doing. You don’t want your logo to drive business to competitors.

4. IT’S NOT UNIQUE

Whilst it’s important that your logo meets industry norms and makes sense to your audience it’s also vital that your logo stands out from everyone else. If your logo is similar to others in your industry and has nothing unique then it’s time to rethink. Originality is vital when it comes to branding; logos bought online from a pre-made logo site just won’t do it.


If you’re still unsure about the quality of your logo; as professional branding experts and designers we would love to take a look at it for you. But if you know that your logo needs a refresh and you’re ready to take the next step, here are a few things to ask before you begin: 

  • What is the core purpose of my business? 
  • Who is my business for?
  • What are the key elements of my business that need demonstrating?
  • What are my competitors doing?
  • Does my logo still represent what my business is about?
  • Could my logo do with redesigning completely or does it just need refreshing?

 

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