They say you can only make one first impression, so you’d better make it a good one. For most customers, that first impression is formed in just .05 seconds – which is less than the amount of time it takes to snap your fingers. Therefore, visual elements of your brand such as your logo matter a great deal. They’re more than just images – they’re powerful branding tools that instantly convey who you are, what you do, what you stand for and why people should care. This is why the right logo redesign is so important.
Every aspect of your logo – from the size to the shape to the font style – contributes to how positive that first impression truly is. Even choosing the right color can increase brand recognition by as much as 80 percent. But even the best logos won’t last forever. All logos have a shelf life, after which point they’ll need to be updated with a logo redesign to reflect what your brand represents today. The key to success involves knowing exactly when it’s time to update your business logo so that you can make the right moves at the right time.
Think about when your logo was first designed and when it originally debuted in the first place, which could indicate that it may be time to redesign your logo. How is your business different today than it was back then? If your brand has changed in little ways, you may want to make small changes to your logo as well – companies like Coca-Cola have done this frequently over the years in ways that most people wouldn’t even notice.
However, if your company has gone through a significant transformation in the last few years, a major change to your logo may be in order to properly reflect how far you’ve come.
For example, these recognizable logos have been updated throughout the years:
Logos as a concept collectively go through a wide range of trends over time. The logos of the 1990s and early 2000s were all about “big” and “brash” with “swoosh” effects that simulated movement all throughout designs. Over the last few years things have taken a minimalist direction, with sharp geometric designs becoming the new norm. If your current logo feels more like a product of a different era as far as basic design is concerned, it is time for a visual update.
Another clear sign that it is likely time to redesign your logo is if opportunities for simplification begin to present themselves. The best modern day logo designs are not replacements for old logos, but instead sophisticated evolutions of them. Look for ways to keep the elements of your old logo that work the best, but simplify the look for a modern audience. Do away with sharp edges and raised surfaces in favor of a smoother, flatter approach. This presents on opportunity to embrace the best of both worlds – you can update your logo to reflect modern design trends while preventing yourself from straying too far from that original design.
When executed properly, a logo redesign is more than just a fresh start – it’s a second chance at making the strongest first impression you can with your target audience. It’s the perfect way to double down on all the qualities that your business was founded on, yet at the same time amplify those values in a new way for a new audience. So, long as you’re able to resist chance for the sake of it and you’re actively paying attention to trends, you’ll be able to find the perfect moment to guarantee that your logo redesign goes off without a hitch.