You are probably already aware of the importance of a great logo for your business; your logo represents your business and can send a powerful message. However, if you find that your logo is sending the wrong message, it may be time to make some changes. Or your company may simply need to update its look. Changing your logo, though, is not a quick task. Change too much and you may confuse current and prospective customers. Change too little and you will not accomplish your goal for revamping your logo. If you need to change your logo for any reason, consider the following steps for making the change without weakening your brand.
Stay with the look and feel of your current logo
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Subtle changes may be all that you need to update your logo. Your logo must now and always identify your business, product, and services.
Decide if you need an update or a complete overhaul
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A complete overhaul may be needed if you are moving into a new category. If you are changing your entire market, then changing the look and feel of your logo is necessary.
Keep your branding in mind
Source: http://www.graphic-design-blog.com/2007/11/toys-r-us-logo-redesign.html
Remember that your logo will have to be incorporated into your brand on posters, brochures, and business cards. Use a logo design that will work with your current designs.
Keep your logo design usable in any context
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You will still need to shrink it for business cards and it should still look good when photocopied in gray scale. By keeping the design elements simple, you can create a versatile logo.
Consider that your people may have an emotional attachment to the present logo
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For this reason, only change when it is necessary. When you do make changes involve your clients and customers and target audience. Engage the people, target audience, stakeholders, and clients in the logo change, such as Walmart did with its controversial logo redesign. You can hold a Facebook survey to ask for suggestions. Implement those suggestions as much as possible.
Make a logo that will last for 100 years
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A design that appeals to your customers while representing your brand will last as long as 100 years. Have the mindset that this will be the last change, beside little updates, that you ever need to make.
Avoid trends and be true to your business
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In order for you new logo design to be effective, it must differentiate your business from the clutter of “modern” logo designs.
Work closely with a professional logo designer who understands your needs
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A professional will be able to navigate the difficult task of creating a logo that will be effective in your market. If you work closely with them, then you can communicate the values of your business so that they come through the logo design.
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