AuthorRobin Brown, Graphic Design Associate  Your company’s visual identity should evolve overtime to ensure that your brand is up-to-date, looks modern, and is relevant. But, how exactly do you know when it’s time to change your company logo? First, you have to determine if your logo is timeless or if it’s starting to look a bit out of date. Think of a few companies whose logos have remained stagnant throughout time, Nike, Google, Apple, and Starbucks may come to mind, but if you pay close attention you’ll notice that even these logos have changed and morphed slightly over time. Google’s first logo featured a bit of beveling along the edges to give it depth, while their present-day logo now features flat letters and a slightly different color scheme since a lot of modern online UX design encourages flat design elements. This is just one example of how you may subtly update your logo every few years to keep up with ever-changing design trends.  (Google makes sure to update their logo to match design trends and best practices as the years go on) Not sure how to tell if your logo is timeless? When in doubt, turn to the five principles of logo design. It should always strive to be:
Your logo should be an accurate depiction of what your company does in the simplest, most easy-to-digest form possible. If you’re unsure if your logo will withstand the test of time or if you need a brand refresh, reach out to speak with a designer about improvements that could be made.
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AuthorRobin Brown, Graphic Design Associate  Because the designers on a crowdsourcing website only get paid if their logo is chosen as the final design, they don’t have a lot of time to commit to each logo design. Instead, they submit similar designs to multiple companies while using common or free images and graphics instead of taking the time to create custom ones. A reputable digital marketing agency takes the time to research your industry and come up with appropriate solutions, whereas a designer who only has a 1/30 or 1/100 chance at getting paid for their work does not have the time to take these steps. Your Branding Is An InvestmentSimilarly to how you would hire an agency to create a custom website for you and are willing to pay more for this experience, a logo is an in-depth investment. You want to ensure that you are working closely with the designer every step of the way and that each element of your brand is unique to your business needs and goals. Your logo design is a process and it’s one that you should be a part of. Too Many Choices with No Professional GuidanceWhile it may be true that crowdsourcing a logo will provide you with more initial logo options, you won't get the personalized guidance that comes with working with an agency. Yes, it can be helpful to ask friends, family, and co-workers for their opinions about initial concepts, but it’s even more valuable to have the input of a professional designer. A professional designer can help you answer questions about color schemes, font choices, industry trends, and can help you choose a unique logo concept that will withstand the test of time. Designers should be invested in your brand personality, goals, and vision. After Logo CompletionAfter your logo is completed, it’s helpful to have a designer you feel comfortable working with, who has experience with your brand and understands your goals. A huge component of brand identity is consistency across channels. Working with a professional agency to design your logo allows for more collaboration between other staff members or designers to better capture the look and feel of your brand identity. 4 BENEFITS OF WORKING WITH AN AGENCY FOR DESIGN1. Unique Logo You can feel confident that your logo is 100% unique to your brand and has been created after extensive industry research, knowledge of design trends, and is an appropriate solution to representing your company visually. 2. Professional Guidance A digital marketing agency can provide you with well-rounded insight to help you make choices about color schemes, fonts, and layout while taking your feedback and ideas into consideration. 3. Consistency Across Channels Consistency is indeed key. A digital marketing agency will ensure that your brand identity is translated correctly and efficiently across all your marketing channels. From social media graphics to print marketing pieces, your brand icons, colors, and message will come across in the best way possible. 4. On-going Design Support Once you’ve worked with a digital marketing agency to create a logo, the digital marketing agency becomes an invaluable, trustworthy resource in case you need design services in the future. You can have peace of mind knowing the designers understand your brand identity and are invested in communicating your story in the most effective way. Completing additional projects is only a phone call away. Interested in learning more about digital marketing insights and best practices? Subscribe to our enewsletter and stay in the know! AuthorRobin Brown, Graphic Design Associate |
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