Three Signs It’s Time for a New Logo
For any thriving business or organization, brand recognition is key. And brand recognition is a responsibility that rests mainly in your logo. It’s often what determines someone’s first (and lasting) impression of your brand.
You've come to the right place if you’ve been contemplating whether it’s time for a logo update. You may have outgrown your old one but want to keep your name and don’t need a complete rebrand.
Sign #1: Your logo feels outdated.
Logos are rarely timeless. It’s not uncommon for companies known worldwide to make subtle changes to their logos to keep their brand feeling relevant. (If you need proof, look up Subway, Starbucks, Uber, Dunkin’ Donuts, or Olive Garden.) Some signs of an outdated logo could be a complex font, 3D elements, clip art, or a symbol too literal to your industry. In recent years, logos have become cleaner, more modern, and more legible.
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After
Buckling Springs is a software development company based in Charlottesville that recently came to us, wanting a logo update and website redesign. Keeping their buckling spring icon was essential to their brand name, so we kept the concept but gave it a fresh, modern look.
Sign #2: You’ve outgrown your logo.
Over time, your brand will change and grow. You may find yourself expanding your list of services or changing lanes entirely. If that’s the case, your former logo may no longer line up with your brand.
For example, imagine you own a food truck called Stacy’s Sliders. After a few years of business, you start exploring your passion for street tacos and realize the demand for Tex-Mex in your area. Your brand has evolved to something different than what you started with, and your logo will need to follow suit.
Sign #3: It’s too complex or doesn’t work across multiple formats.
It’s not uncommon to come across logos that have too much detail and don’t render well when their size is reduced. While you may have wanted to communicate what your brand is about at first glance, incorporating too much detail isn’t necessarily the answer! Simplicity is often your best bet since your logo will likely be surrounded by the context of a website, your office, or a business card. You can add more information later with copy and the rest of your brand identity.
As time passes, you may realize that your logo doesn’t work across multiple formats, whether on packaging, social media graphics, or your website's navigation. Logos need to be designed with versatility in mind. Your brand guide should include a primary logo, a secondary logo, and a bullet logo. A vertical and horizontal logo can be helpful, depending on the platform.
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After:
Vertical
Bullet
Horizontal
Old Dominion Candle Co. is a Charlottesville-based small business that sells hand-poured, small-batch soy candles. Last year, we worked with them to refresh their original logo (based on a wood carving from the owner’s grandfather) and bring the brand a modern and unique look. Simplifying your logo doesn’t have to mean forgetting your past!
If your brand is overdue for a refresh, Hive can help! Give us a buzz, and let's get a meeting on the calendar!
