First impressions count! Most consumers research companies online these days and your logo is front and center. If your logo appears dated, potential customers may view your business as out of touch in the marketplace.
If you’ve recently had to pivot your business due to the pandemic, this could be a good time to reassess your logo. A logo redesign doesn’t mean you need a whole new logo. You might be able to make an incremental change and continue to build on that brand equity you’ve built.
Suzanna Shubeck, the Senior Visual Designer for SmartBiz Loans®, has years of experience creating logos and shaping business branding. She says, “It’s a good practice to objectively review your small business’s logo every 5 to 7 years. Ask friends, your business colleagues, or your employees what they honestly think. You can even survey your customers and clients.”
Here are reasons to consider a logo change:
Has your target customer profile changed?
Have you started targeting a new demographic? A fresh logo can help you attract and connect with potential customers. A new modern look can help your audience identify with your brand.
Are you facing new competition?
In the wake of the COVID-19 pandemic, the small business landscape has changed. Now is a good time to do a competitive analysis. You’ll discover competitors in your industry and learn what might be working well when it comes to branding and their logo. You can also learn from competitors branding stumbles.
Has your business expanded, or does it have a new focus?
Have you added new products or services? A new logo can also help you introduce your new offerings. If your business has experienced significant changes, consider reflecting that change with a new logo.
Does your logo look outdated?
Consumer tastes shift and change along with design trends. Don’t appear outdated with tired colors and an outdated look.
Is your logo still identifiable?
If you’ve been around a while, you might have shifted from traditional advertising, like in a newspaper, to a digital presence. A logo that looks good on printed materials may not be a good fit for the online market. Keep small screens in mind as consumers use their phone to search and shop these days.
Does your logo have meaning?
Consider the purpose and mission of your company. A logo reflective of your values can help customers feel connected to your company.
There are basically three kinds of logos: Font-based logos consist primarily of a type treatment – FedEx, CNN, and NetFlix are good examples. Another type of logo literally illustrates what a company does, like showing a dancer for a dance studio. Finally, there are abstract graphic symbols like the Nike swoosh.
Here are steps to take when redesigning a logo:
To transition from old logo to new, first decide if you will phase in your new logo gradually or introduce your new logo on a set date via a formal announcement. Update your logo across all platforms and company materials like email signatures, website masthead, and social media pages.
The SmartBiz Loans® Small Business Blog has lots of resources for business owners who need to establish a strong brand. Additionally, we have content about marketing, hiring, operations, and more to help you run a successful enterprise.