Adams & Knight Marketing Blog
POSTED BY: Michael Asphar

Is there a new logo in your future?

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Recently, there’s been a lot of buzz about Yahoo! and Google redesigning their logos. While major brands face unique challenges (and scrutiny) because of their high visibility, small and midsize companies, by contrast, have more freedom when considering a revamped brand identity.

But how do you know if the time is right for a change at your organization? And what should you consider if you think a new logo is what your brand needs?  

Here are a few key questions you can ask to help evaluate your current logo, determine whether you need a new one, and avoid wasting money on ineffective and unnecessary logo redesign that may only be driven by ego, panic, or trends. 

Does your logo reflect what makes your company special? 
From your company’s internal templates to your social media channels, your logo acts as your first and lasting impression on employees, clients and consumers. It should immediately communicate your brand’s identity, your values and your mission. Examine your logo in all its forms. If it’s not making a stellar impression, you may want to change it.

What rewards will your organization reap by changing your logo?
Does your brand look current? Relevant? If you’ve been in business for a while and have never reevaluated your logo or brand identity, now may be the time. If your logo seems a little dated, your audiences may wonder what else you may be overlooking. Don’t risk losing market share to competitors who look more current and more transparent.

Is this the best time to change your logo?
Like any business deal, the decision to change your logo should be made when you have a clear plan and objective strategy. Ask: “What is our logo not communicating that it should be communicating?” Then, use that information to fuel your strategy. Sometimes, strictly cosmetic nips and tucks can do the trick . . . as long as it’s evolutionary and incremental. Other times, a drastic redesign is the answer. Just don’t change it too often. You’ll send mixed messages about your brand.

Does your logo reflect a logical progression of growth?
If, over time, your company has expanded its capabilities or entered new markets, those traits should be represented in your logo . . . without compromising the integrity of your founding values and mission. You may also want to check to see if your logo presents well on mobile devices like cell phones and tablets. If it’s not bold enough, dark enough or clear on small, white screens, it may be time for a redesign.

How do you inform all of your audiences about a change? 
Once you decide to update your brand, communicate the change to your employees first. Every employee should understand why your company is rebranding itself. If your company is active on social media, leverage those channels for external communications. Build anticipation and excitement before the reveal by encouraging followers to guess what the new logo may look like, or create a countdown ticker.

Also, your new logo should hit all public communication channels at the same time. Announce the reveal and engage followers and friends to comment. Link to a press release on your website (which of course, will be branded with your new logo). Also, consider sending a press release to your local or regional news outlet; they can help to inform the public about the change.

Small and midsize businesses can and should take advantage of the freedom they have to redefine their brand when it’s necessary. Remember, you can only make a first impression once.


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