Your company logo is what represents your business, it should convey your core values, emphasize your strengths, be memorable and up to date with current design trends. A lot of companies put a lot of consideration into their brand and identity, but very little thought into their logo. Perhaps it wasn't viable financially, or they simply didn't understand the importance of a professionally designed brand image, either way a company's logo is at the forefront of representing who they are and what they do.
Not only do logos need to be designed by a professional, but they also need to be updated and refreshed, even logos that are timeless such as the golden arches of McDonalds need updating.
Consider rebranding when updating your website
A perfect opportunity to redesign your logo is when you are getting a new website, or updating your current one. Getting a new website and keeping an old logo that is not performing, is like getting a brand new car and putting your old bald rusting wheels onto it.
A website cannot perform at it's peek when it has a dated logo. The logo is what sits at the top left (most common placement as we read from left to right), so it is what will be seen first, a good designer will draw inspiration and colours from the logo and apply them to the website, so having an under performing logo has a flow-on effect that will bring your website down visually.
A good example of a logo designed for use on a website and the digital world is Google, they have adapted their logo to be used dynamically in a digital environment, as that is their core business. Even though they havn't changed their logo considerably, it still gets an overhaul every couple of years to keep it up to date with current trends. Using this method of updating without changing the logo completely also cuts down on re-branding costs (vehicle signage etc).
Ask yourself this
One of the biggest reasons to update your logo is staying up to date, consumers want to feel the company they are working with are up to date, you don't want to come across outdated and unwilling to change. Technology is changing fast, and we need to keep up to date with it or we get left behind. These are some questions that might help you decide if you need a logo redesign.
How long ago was your logo designed?
Does your logo convey your company values and strengths?
Is your logo up to date with current design trends?
Is your logo suitable for all media (print, digital, signage etc)?
Are my competitors keeping their logos up to date?
Is your logo adapting to online usage (social media use consistently changes)?
Come in for a chat about getting your logo redesigned.
Check out some of these high profile companies that have had many logo revisions over the years:
At the end of the day, your logo is there to represent your company, it needs to instantly be recognisable to not just your target market, but everybody, and it needs to leave a positive impression on potential clients. It is the identifying center point of your company, so make sure your logo is saying what you want it to say and doing what you want it to do.