Changing your Logo: Evolution or Revolution?
For most companies, their logo is their visual shorthand. The most effective logos convey a clear, unique and memorable message.
If a logo is strong, it can support a company for decades. For others, a change may become needed as a company’s market focus or product mix evolves. Perhaps modernizing a logo that looks dated makes sense.
More obviously, a corporate merger, acquisition or spinoff usually necessitates a corporate name and logo change.
Whenever the urge to change a logo occurs, it’s important to address the “why” and “what if” factors, because it’s such a momentous step. Consider these possibile approaches:
Can we “change without changing?” – In other words, is it possible to refine your brand image while leaving your logo intact? If you’re operating from a position of market strength, the best option may be “leaving well enough alone” while changing other aspects of your branding.
Can we “evolve”? – Some companies tweak or adjust their logos on a continuum, without fundamentally altering their character. Think of logos like Nike and Apple that have been refined over the years to keep them fresh – yet they remain immediately recognizable.
Is “revolutionary” change needed? – If your company is undertaking a major strategic shift in the marketplace – or you’re affected by significant factors like an ownership change or a company name change – a wholesale change may be exactly what’s needed.
As you consider how to approach a potential logo change, ask yourself these questions:
- Does our current logo reflect our future business strategy?
- Does it resonate with our future customer base in addition to current customers?
- Does it convey a sense of “vitality”?
- Does it differentiate us from our competition? … In a positive way?
- Does it work well in “new media” uses?
If you find it hard to answer most or all of these questions in the affirmative … it’s probably time for a change. How much change is up to you?