You may have noticed a lot of organizations are redesigning their logos these days. From recent refreshes by StubHub and Pizza Hut to the numerous other big brands that have updated their stamps in the past couple years, it seems like more organizations are tweaking their logos more than ever before.
It’s a trend that has many organizations stepping back to ask: “Do we need to update our logo?” That’s never a bad question to ask or explore. But, as with anything in marketing, you shouldn’t redesign your logo just because everyone else is doing it. There should be intent, meaning and purpose behind the decision.
While there are many instances where brands definitely need a logo refresh, there are also many situations where logo redesigns just aren’t necessary. In today’s post we’ll look at a handful of good reasons your logo may be fine just the way it is.
Checklist: Four Signs You DON’T Need to Update Your Logo
If your logo clears these four hurdles, there’s probably no real need for a redesign at this point (though you may want to revisit this list again in a year):
1. It visually fits in the now
One of the key reasons companies redesign logos is they begin to show their age. With the Web, visual standards are changing more quickly than they did in the past (which is one of the reasons we’re seeing many more logo redesigns).
If your logo doesn’t look dated or show any cobwebs, you’ve just knocked out one of the most compelling reasons to redesign.
2. It accurately represents who you are
Another key driver of logo redesigns is rebranding efforts (which companies are also doing more frequently these days). Typically as the brand shifts, the logo needs to change to reflect the new or updated brand identity.
If you haven’t rebranded since your logo design, and it still accurately represents your identity, mission and services, that checks off another reason not to redesign your logo.
3. It works well across channels
Many recent redesigns are the result of organizations aiming to create logos that can be used anywhere—print ads, billboards, websites, landing pages, social media, etc. A lot of old company logos were designed as print-first and didn’t translate all that well to the Web. The trend these days is flat, simple logos that work well across the board.
If your logo looks good on the Web and anywhere else you stamp it, that’s another good reason to nix the idea of a redesign.
4. You and your audience are happy with it
Ultimately, the effectiveness of a logo comes down to two things: people and perception. That applies both within your organization and to the audiences you are trying to reach.
If you and the people in your organization like your current logo, that’s a good sign. More importantly, if your customers or donors clearly identify your logo and respond positively to it, that’s a great reason to keep it the same until those feelings change.
What Are Some Key Signs You SHOULD Redesign Your Logo?
Now that we’ve gone over four signs you don’t need to update your logo, let’s look at some signs the time is right to refresh your logo:
- It feels outdated – Do people attribute your logo design to a decade like the 80s or 90s? If so, you need to bring it up to date.
- It doesn’t show who you are – Does your logo fit your organization or does it look like the logo for a different company? If so, you need to update a logo to be the face of your organization as it functions today.
- It looks bad on the Web – Do you like your logo but think it looks awkward on your website or Facebook page? If so, you need to make some adjustments to make your logo more Web-friendly.
- It receives a negative response – Do employees shy away from using your logo? Have you heard from customers (through surveys or word of mouth) responding unfavorably to your logo? These are clear and unmistakable signs it’s time to give your logo a polish.