Failure is a part of business. Sometimes, you hired somebody who did an unsatisfactory job, or chose the wrong graphic design firm. Now, you feel stuck with a company logo that does not deliver your message, or lead to effective branding. Accepting that your logo needs reworking can be the first step in building a more profitable business. This article will look at the whys and how’s of redesigning a logo.
Why Do You Want to Redesign Your Logo?
There are many reasons why companies want to redesign their logo, but they all deserve to be taken seriously. It’s an essential component of your business, and you shouldn’t settle for a second rate logo—one that doesn’t have much power. There are several reasons why logos need to be modified or replaced:
- Unprofessional or poor execution of image
- The colours or font no longer appeal to you
- Too much resemblance to competitors’ logos
- It fails to send the right message
- A reorganized company wants the logo to reflect the reorganization
- To increase a company’s branding and market share
Even if you used a professional graphic design firm, there will be times when a redesigned logo is the best solution for your firm.
The Process: What stays and what should go?
Once you have done the initial research, and decided to change the corporate logo, there’s more to analyze. Do you keep part of the logo or make a fresh start with a brand new logo? That depends. If your business is in poor shape, and you want an image/branding makeover, then go for the new logo. On the other hand, a new logo means a more extensive marketing campaign to launch the logo. If you thought that some elements of the logo still work, keep them, while adding new features that give the old logo more impact.
Who should make the changes?
If your old logo was done in house, you may want to contact a graphic design firm. They dedicate their entire business to designing and printing logos. Their product will be far superior to any in-house job. Have a frank discussion with the designers-tell them what worked, what failed, and what you need the logo to do. Good communication between clients and graphic designers makes for better logos.
Before you choose a design firm, and a new design, speak to trusted associates. They may have valuable input, which could save you from making an expensive mistake. Get their reaction to the redesign. You’ll want to see how people react to the logo before giving the go ahead.
Ask for More Options
It’s important to communicate with your graphic designer. If the submitted design doesn’t meet your standards, let them know. First, do a thorough analysis of the design’s weaknesses and strengths, then have a discussion with the graphic design team. They should be able to offer you several solutions to the problem. Communication is an essential part of the graphic design process.
- Pick a design because it’s ‘trendy’.
- Forget basic logo principles: colour, size, adaptability
- Select an intricate design
- When redesigning, don’t forget the design elements that worked.
- Rush the design process.
Presenting the New and Improved Logo
Plan a major marketing campaign to introduce your new Logo. You can send out brochures, or do a mass mailing featuring it. As part of the mailing, offer clients a discount. You want to make this not just an introduction, but the start of a new era for your corporation.
This is general advice on how to get the most from your graphic design team. It can be adapted to fit your business niche and size. Just remember if you dislike the current logo, do not repeat the process that produced it. Take the time to do research, analyze the results, and then contact professional graphic designers. Let them know what you need and make this a positive experience for the corporation.