Are you looking to change your brand logo? Are you worried about the business consequences of a brand refresh? Hesitant about creating an emotional disconnect between your loyal customers and your brand because of a logo update?
In the history of brand design, there have been success stories where sales have quadrupled after a new logo was unveiled. There have also been situations where stocks plunged, and angry customers voiced their frustration when much-loved logos were altered beyond recognition.
What are some things you need to keep in mind when looking to refresh your brand logo?
1. Ask Yourself Why
Before you set out on the task of getting a logo refresh done, it’s essential to understand the purpose of the exercise! Do you want to do it because your logo looks outdated, and you want something that’s more in sync with the times?
Remember that a search for ‘Top Logo Trends 2020’ might pop up design options that make sense now. But, would your new logo still be relevant in 2022? Or 2025?
Or, do you want to do it because the character of your brand has subtly changed over the years, and you want your logo to reflect that change?
When Starbucks launched the logo that is now used in thousands of stores all across the globe, it represented a bold, visual evolution. They got rid of the company name and ‘coffee,’ and retained just the mermaid or ‘siren.’ Through their logo, Starbucks was announcing that they sold much more than coffee at their outlets – they were offering a wholesome experience.
So, before you start with a logo refresh, it would be a great idea to sit together as a team and brainstorm the essence of your logo re-design.
2. Create an Enduring Appeal
We’ve entered a new decade. And some trends are revolutionizing the design space. But, how many of them can you incorporate when refreshing your logo? You don’t want to be left with a logo that’s going to be outdated in a few years.
We see that certain trends look like they’re going to be around for a long, long time.
Take animated black and white logos, for example. They’re never going to go out of style.
Or, simple geometric shape logos. They’re minimalistic, powerful, and enduring. For example, rounded and circular logotypes bring in a feel of perfection, completion, and infinity.
The retro look has been in trend for quite some time now, and it looks like it’s here to stay!
When refreshing your brand logo, ask yourself – Will this be relevant five years from now? Or ten? Give priority to endurance over trends!
3. Retain the Essence of Your Brand
When Tropicana launched its new packaging design (including the logo), its sales plummeted by 20% and cost them USD 30 million. That’s a surprise, right?
Customers hated everything about the re-design, from the replacement of an orange with a glass full of orange juice to the font that looked completely different from what they were used to. Earlier, they could spot a carton of Tropicana juice even if it was at the bottom of the refrigerator. Now, they were just plain angry.
The backlash caused the company to reverse its brand re-design.
What went wrong here?
Almost everything. During a logo re-design, you must retain the essence of your brand. Customers feel an emotional connection to your brand through the logo, and it’s essential not to take that away.
4. Take a Survey
The first logo that your team designs need not be the only option.
Get several options created. What’s also important is that you share this logo with a selected group of people who will be eager to participate in your logo re-design journey.
So, who are the people that you need to include in this survey?
Ask your loyal customers. They’re the ones that will be the most impacted by your new logo.
Involve design teams from across the organization. Familiarize them with your branding and logo re-design strategy. Also include your most articulate, opinionated employees from various teams, not just design.
While you might not select the final logo based on the result of the survey, it will be a guiding factor to help you move in the right direction.
5. Announce a Logo Refresh Contest!
Sometimes, it helps to take an outside-in approach. Some of the most refreshing ideas could come from outside your organization, from the folks who follow your brand on social media and extraordinary designers who test their creativity through a brand logo contest.
You could even consider running two. One that is external in nature, and the other internal. That is, utilizing employees and even company partners. This helps capture interest, opinions, and creativity from your internal team. After all, culture and team inclusivity is a big part of retention and employee engagement. So go ahead, have a second contest started, so employees feel even more valued and appreciated.
When starting a contest, you may want to consider a trusted platform such as that of the Design Contest. Because even apart from customers and your employees, you always have an option to tap into their designer army of more than 230,000 experts that want to compete for an awarded design prize.
A logo refresh is a considerable step you take in the journey of your brand evolution. While you must be in sync with the latest trends, it’s even more critical that the new logo positively impacts your business performance. Involve the broader ecosystem of external designers through contests and surveys. Focus on retaining your brand essence and creating an enduring brand.
This also could be a terrific opportunity to capture the interest and the energy of customers and employees, who want to feel valued, included, and share their creative energies. After all, a brand is far more than just an image – it’s a journey of contribution and commitment.