If you look at your logo and realize that it either has no significance to the products or services you sell, or that it’s time to update your logo to a more modern and relevant design, consider where your customers will see your icon and branding, and ask yourself a few questions:
- What’s my message? Perhaps your company or organization intends to listen to the marketplace, change lives, change the future, or make life easier for your customers. Whatever it is that your company delivers to the market, make sure it’s communicated in your logo.
- Why change? Change can sometimes be scary. But it can also payoff in the long run. When you consider changing your company logo or icon, keep in mind how your current logo appears across all of your digital platforms. Is it the right logo for a website, but doesn’t quite fit for social media and mobile apps? Consider where your logo will be used, and make sure it is the right fit for consistent and distinctive branding.
- When do I make the switch? When your branding seems stale or irrelevant to today’s market, consider a refresh. Your logo should clearly communicate who you are as an organization and what you offer to your customers. If your logo fails to communicate these two items and isn’t built for the future, the time may be now to change.
One company that has recently rebranded their logo is Netflix, who understands their horizontal logo works great for a website and the cover of DVDs, but is difficult to fit in social media branding and the design of their mobile app. Switching to a simplistic icon that represents the red carpet shows that Netflix understands their product and service, who their customer base is, and the importance of a consistent and relevant message in a logo.