Does Your Business Need a New Logo?

By Chloe Smith

A common question we get at Forty8Creates is whether or not it’s actually worth going the extra mile to come up with a new logo. Concerns can include continuity—in particular, will clients get lost if you suddenly change the logo design. Whilst this is a valid concern, it’s important to remember just how important your logo can be.

The Importance Of a Logo

It’s the first impression everyone has of your business. So when it comes to answering the question of whether a new logo is worthwhile, we’re all about cohesive branding and identity creation that represents your business in the future. So, we can only say a resounding yes, it might well be time for a new logo – provided that you can answer the questions below!

Take the time to consider these questions and start thinking about whether you too should consider investing in a fresh, quality logo design:

• Does your logo work well with modern media?

If your last logo was created a decade ago, chances are it’s time for an upgrade. Logos designed in the past are likely to have been created with the intention of working for media sources that are now out of date, or less common.

In this instance, yes we would recommend a new logo.

• Is your logo still relevant to your business?

As your business grows, chances are your client base will also grow and develop accordingly. The services you offer are likely to shift in alignment with this, as you develop and understand better what your clients need.
In light of this, your logo and branding may have drifted off the mark. The logo may serve an outdated set of values, products or services.
You might need to readjust your branding profile to fit in with your business-shift and ensure you are not isolating or confusing future potential clients. A new logo could be required.

• Is your logo similar to your competitor’s logo?
  How do they compare?

Warning:

If your logo looks a bit similar to your competition, your potential audience base might be getting confused. Similarity is important to avoid, but so is appearing less interesting by comparison.

If your competitor has a more striking logo, this might be a disadvantage for your business for those searching for the product or service you provide. This leads us to the next point…

• Does your logo appear too complex?
  Is it memorable?

Logos have to be legible from a variety of different sizes and across different media—including online and in print. This means it has to be easy to read and decipher on a lot of different surfaces, and hopefully, it’s also recognisable even when it’s scaled down to a small thumbnail. If your logo is quite complex, this can be a problem.

A simple way to combat the potential complexity of the shapes in your logo is to select a monochromatic colour scheme – take the Starbucks logo, for example. It’s just one way to achieve this, but it makes a big difference to how recognisable the logo is.
Ultimately, you need to take a look at what you’re trying to include in the image:

• Are there a lot of components?
• Are there too many ideas?

The point is to balance legibility and simplicity with memorability.
Anyone who sees your logo should know what kind of experience they can expect when dealing with your business.

• Does your logo have the right personality?

Your logo should invoke the kinds of values and feelings that summarise your business. It’s all about communication. Here’s where it is absolutely valuable to get outside expertise, as it is difficult to interpret characteristics of your brand in a visual way. Your logo should be a kind of snapshot of what your business does and what it stands for.

A lot has to be summarised in just a simple image! Take the time to get it right and reap the benefits of a succinct and sensible branding regime for your business.

Check out AllBusiness’s 14 Reasons You Need A Logo and Marketing Materials for even more reasons why you should consider your logo more carefully.

Remember: a logo is helpful when you’re moving towards creating a clear brand persona. However, branding is much bigger than just a good logo design, and a great logo alone doesn’t make for a great brand or business. Use your logo as the first step towards a much larger picture of a transparent, effective business.