Why do companies change their logos? And how often? Generally speaking, the frequency of logo changes varies depending on the company and situation.
For example, some eCommerce companies change their original logos every few years to stay fresh and modern, whereas others might only change if their current logo becomes outdated. Besides, some brands may want to customize their visual representations for the event during prime time, such as national holidays, anniversaries, festivals, etc.
However, rebranding and logo refreshes should only happen occasionally. According to studies and market leaders, every brand goes through rebranding every 7 to 10 years. The rebranding process includes creating a new logo for the business and representing it on packages and marketing initiatives.
The logo redesign might not be the only step in rebranding, but it is essential. Many brands go for a complete rebranding with a name change. The name change might also come as the company merges with another or is taken over. In any event, it is imperative to redesign the logo every decade or so.
The new logo should be relevant to the demographic, social media, and design trends. Many brands rebrand when they change their brand position on the market or expand their audience. There are some questions that the company should brainstorm before going for a logo redesign.
Questions to Ask Before a Logo Redesign
Q1: Are You Reaching the Target Audience?
The primary target audience is an essential factor in the determination of success for the brand. Therefore, the target audience is chosen after much research and analysis.
However, the product or service sometimes evolves into something else altogether, and the target audience might shift in such cases. Therefore, the company needs to ensure that it reaches the target audience.
Keeping the brand upgraded and rebranded over decades allows your company to stay relevant to the changing target audience. The brand audience keeps changing demographically and locally.
Even if the original logo does not fundamentally change, it can vary in certain elements to include essential messages aligned with the target audience.
Q2: Do You Need Rebranding?
More rebranding approaches aim to strengthen the message of your brand. Therefore, always see if you need a rebranding or not.
Sometimes, the brand needs specific changes in its marketing tactics but not complete changes in logo design. By asking this question and analyzing its answer, brands can know if they want a complete logo redesign.
Sometimes, the brand is in desperate need of a rebranding and a fresher look, while some brands do not need it. While a complete overhaul of the image is necessary, the timeline of this change in the design also matters a lot.
The decision to change the logo often happens simultaneously with significant policy changes or changes in leadership and its marketing position. If you have recently gone under a rebrand, you should not go for a rebranding or redesigning process.
Q3: Has the Market Changed?
Every market is different from the other, and many factors influence the market. For example, the pandemic changed the hospitality and tourism market forever. The hotels had to rebrand and transform their operations to become more hygienic and innovative for their guests. As a result, in the post-pandemic era, many brands underwent logo redesign, among other changes.
Then there are some companies whose logos are so iconic that changing them will disrupt the brand identity. For example, the Apple logo is the most recognized in the world. Once a logo is so famous, there needs to be no change to it.
However, with time, even the most popular company might decide to rebrand and create a new logo.
The following section will discuss some reasons behind the company logo redesign.
Reasons to Redesign Your Brand’s Logo
The Logo is Old
The marketing team may have stopped rebranding if the brand is a legacy with many years in the market. Because legacy brands experience stable success, many think they do not need a logo redesign. Some marketers believe also legacy brands lose a part of their identity if they replace the old logo.
However, in such cases, it is essential to visualize and redesign the logo as a blend of the old and new. The old and new should mix to create a logo design that is universal and appealing. The idea behind redesigning the logo is to increase the brand’s value and not reduce it. The team should keep an eye on the brand logo and discuss when and what changes need to come up.
The Logo is Complex
There is a myth that complex logos are more appealing, beautiful, and thought-provoking. However, a logo does not have to be complex to be powerful. These days brands are going for simple but impactful logos. The clever use of colors and a good layout can highlight the logo and the brand.
According to studies, there is an 80 percent increase in brand recognition with a colored design. Instead of complicating the logo, it is essential to create a new visual that is modern and has a powerful message. A brand should hire professional logo designers and graphic designers for the process.
The Company is Growing
Every company is started with the view of scalability and evolution into a great brand. The company slowly enters new markets and spreads over multiple regions. Since we are operating in an open global market, the scope of growth and expansion is massive. A company might grow manifold in a short period of time.
The company should go for a rebranding and redesign of the logo when the market expands, and the company grows. Only with the right changes will the company stay relevant, reflect its growth and get more loyal customers.
These are why a company might go for a logo change and redesign cycle. A logo redesigning process happens for nearly every brand. The changes in the brand logo design can open new markets and target audience segments.
Conclusion
Logo design is vital for the brand to stand out and be recognized. The redesign process is integral to ensuring the brand stays relevant, exciting, and valuable. A successful rebranding can work wonders for your brand’s reputation, market potential, and profitability.
A rebranding is one of the many solutions to concentrate on community engagement and community sales. By bringing the brand closer to its audience, the brand can win new followers and market potential.