Logo Design

How to Know You Need A Logo Redesign

Katherine Penta
March 25, 2018

Some brands and businesses have iconic logo designs that never (or only subtly) change – think Coca-Cola's cursive, Apple's minimalist fruit, or Nike's swoosh. But even Google flattened its six colorful letters and took off the serifs in 2015. So is it time for you to consider a new logo design for your business or brand? Done well, a new logo design will revitalize your business and provide an entry to new markets and audiences. But when do you know it's time to redesign?

Your logo ages you (and it doesn't look good).

There's a difference between "classic" and "old-fashioned." If you've been in business for decades and are rocking an '80s look – without the irony – you're overdue for a redesign. Don't use fonts, colors, and styles that are outdated and make it clear you haven't kept up with the times. But if it suits your business to pay homage to the glory days, how about going with a vintage or retro redesign?

Your business has changed.

Has your business expanded? Incorporated a new partner? If you started, for example, as a café, and now have an art gallery and store associated with your award-winning coffee and pastries, have your logo design reflect these additions too. Make sure your logo is capacious enough to incorporate these developments – or try a signature look that simply flatters your celebrated name.

Your logo doesn't work well with social media.

Especially if you were in business before the internet became ubiquitous, check that your logo translates seamlessly across your social media pages. Your logo may have looked good in the Yellow Pages, but how does it appear on a mobile app? Is it scalable? Does it look just as good in black and white? If the answer is no, it's time to redesign.

You want to reach a new target audience.

You don't want to alienate your loyal customer base by unveiling a crazy new logo that makes your business seem unrecognizable, but a slight logo refresh could help you connect to new customers, especially younger ones. A minimal design can often please all of your consumers' tastes.

Your competition is winning.

Or, your logo design doesn't distinguish you enough from your competitors. Study the logos of top brands in your field and identify common themes (or clichés). Then play to type – or do the opposite. Are you in an industry where businesses rely on 3D design? Try going with a hand-drawn or watercolor logo instead. Or vice-versa. An easily recognizable and memorable logo can give you a real advantage.

You're in a slump.

Is site traffic down? Are conversions low? Do you have a high bounce rate? It's possible that your outdated logo is the source of these problems. A complete overhaul and logo redesign will help solve them. A new logo might be just what you need to spark excitement and attract publicity around your brand.

Your logo no longer represents you.

If your business has evolved significantly over the years, make sure your logo design reflects where you are today – and where you want to go. A change in ownership or mission or a decision to shift focus and specialize are just some of the signs that it may be time to design a new logo. Your logo should be an accurate reflection of who you are, what you do, and who you do it for.

You designed your logo yourself.

There's no shame in DIY or starting a business on a shoestring budget. But that was then. Now it's time to shift your business into a higher gear and work with a logo design pro. You owe it to yourself – and to your valued customers. Your logo is an introduction to your brand. It's a window into your business's philosophy and values, so make sure it communicates the right message. If it's time for a redesign, don't worry. It's never been easier to hire logo design talent to match every budget – and every vision.

How do you feel when a company changes its logo? Have you redesigned your brand's logo recently? Tell us in the comments below—and then message Rob Janoff on Fiverr Pro for the chance to win an insanely discounted logo redesign from a legendary designer.

Katherine Penta
Brand and copy expert with over six years of experience developing brand personas, managing content, and writing copy for brands like Neutrogena, Visa, and Adobe.
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