Companies like McDonald’s, Apple, Starbucks, and BMW are known worldwide. Their brand recognition is so strong that random people from literally anywhere in the world can recognize their logos. This is the same for organizations such as the NBA or the World Health Organization. While these brands are recognizable due to factors such as media exposure, marketing, as well as quality products, their logos play a huge part in why these companies are instantly recognizable. These logos can be said to be quite iconic.
However, while some logos have been altered in some way or another, some have not been changed throughout the years. The Apple logo has changed at least once every decade, albeit with only a few minor alterations. On the other hand, the current NBA logo has not been changed since 1969, which was almost 50 years ago.
So when would you need to change the logo of your organization? Does it need to be changed at all? Here are the things that you would need to know if you are thinking of giving your logo a major refresh. If you need to redesign your logo you can explore using online logo makers.
Your Logo is Not Attractive Enough
A simple way to realize that your logo is no longer working is if you compare it to what is universally considered as good logos. At the very least, you can make comparisons between your logo and those of your competitors. A good way to do this is to make blind tests with a large enough population of people who are not that familiar with the companies whose logos are being compared. If your logo is consistently coming up short during these tests, then it is time to change your design into something that the masses would appreciate more.
Your Logo Looks Outdated
Much like fashion, logo designs have trends that flow and ebb along with the times. At times, you can group logos based on their commonalities, and you will be surprised to learn that they were created at more or less the same period. You must not fall under this trap as your logo must stand the test of time. If your logo looks like it came from a decade ago, then take the initiative to refresh it. During this time, be more unique and try to ignore what is popular. Not only will this help your logo stand out, but it will also allow you to increase your logo’s life span.
Your Logo Doesn’t Look Good All the Time
A good logo is scalable, which means that it can be put anywhere and still look as intended. As such, you should try and visualize your logo appearing in different types of media such as on paper, on email signatures, on the television screen, and also on billboards. Does it still maintain its integrity when expanded or miniaturized? Your logo must also still look the same whether printed in full color or black and white. Not considering these situations can lead to an ugly representation of your logo and, in effect, your organization.
Your Logo Looks Too Cluttered
In logo design, less is almost often more. Most well-renowned brands have very simple designs consisting of one to two colors as well as the same number of font styles. This makes their logos clean and very easy to understand. This also allows their design to translate well into different types of media. In the old days, companies wanted to cram as much information into their designs as possible; now, the reverse is true. Your logo must tell your story and inform your audience what you are all about in as little text or strokes as possible. If you fail to understand your logo, then change it quickly.
Your Logo Does Not Reflect Your Identity
It is interesting to know that some of the logos that you are most aware of have very interesting stories behind them. For instance, the Amazon logo has an arrow pointing from A to Z to signify their drive to sell every item imaginable. On the other hand, BMW’s logo is widely known to symbolize an airplane propeller, a callback to the company’s origins as a manufacturer in the aircraft industry.
Your company’s logo should reflect who you are, what you serve, or who you serve. It should tell the audience about your goals, or even your history. Much like pieces of precious art, your logo must tell a story, and while there may be different interpretations, your company logo should be a picture that paints a thousand words. If your current logo is simply a bunch of squiggly lines and shapes that don’t represent your company or tell a story, then your logo simply has to go.
There Is a Major Shakeup in Your Organization
Many think of organizations as organic. True to form, businesses and companies do evolve, and in any specific areas. Whether it is downsizing or expansion, an addition in the product line or a new focus in existing areas of your organization, the best way to reflect these changes is to evolve your logo along with your company.
Many major organizations change up their logos in line with changes to their organization. From when Kentucky Fried Chicken changed their name to KFC in 1991 to as recent as 2019 when Dunkin’ Donuts became simply Dunkin’, their logos changed along with them. It may seem dramatic, but having a timeline of logos as well as the stories surrounding them as your company evolves can be an instrument to make you more recognizable to your intended market.
What Makes a Good Logo?
A good logo tells a story while still being simple and de-cluttered. It must be professional looking and can translate well no matter where or how it is displayed. Perhaps most importantly, it should reflect who you are and build a strong connection and recollection with your target audience. To get a logo that can meet all of these criteria, it is recommended that you hire a professional logo designer that can discuss with you multiple options so that you can have the best logo that can represent your company or organization.