The logo speaks for your brand when you aren’t around to do the talking. Hence the good, the bad and the ugly side of a logo is determined by how people perceive it. While we know from experience that first impressions matter, it’s never the end of the world. Criticism of a redesigned logo doesn’t have much to do with brand acceptance. But in today’s world, a logo redesign gone wrong is a real disaster and certainly puts a brand at risk. Also a brand that does not go for a redesign for too long runs the risk of getting swamped by competitors. To remain in the consumer minds’ active set, a logo redesign or change in packaging design presents a refreshed brand image.
Logo redesign was the focus of #GuruChats this time, and we were joined by guests and participants who shared some exciting answers, valuable insights and their own views on recent logo redesigns.
What are the qualities of an ace logo?
An Ace logo design has to:
- Convey brand personality
- Carry visual clarity
- Speak for the brand
- Be distinctive yet memorable
- Stand the test of time
These were the major qualities that were described as winning attributes for a logo redesign. What qualities are you reminded of with the mention of an ace logo?
A1.
A. Easy on the eyes with a good color palette.
B. Details if required or simplicity with minimalism.
C. High on Iconography.#Guruchats— #BeDrawn 🎨 (@K1llustrator) May 24, 2017
A1 I would have to say a great logo is immediately legible, communicates the brand, and has a clean look about it. #guruchats
— Alyssa Reilly Design (@AlyssaRDesign) May 24, 2017
Give an example good, bad and ugly logo, state reasons for your choice.
When the audience are able to relate to a logo design, or understand the brand message it communicates, they are likely going to accept as a good logo. In fact, any logo redesign that lacks visual clarity from the previous design falls into the category of bad and or ugly logo. Let’s find out what guruchatters have to say about this.
A2 I always thought the London Olympics was a terrible logo. It makes no sense to me and the entire world was going to see it #GuruChats pic.twitter.com/OAwsSIqBkk
— Jade Alberts Consulting (@Jade_A_Consult) May 24, 2017
A2.2) If I have to "figure out" something as to why/how it relates to your logo, it may not be a not be a good logo. #GuruChats
— Sonia Harris (@harrisonia) May 24, 2017
Why should you redesign your logo?
Your company logo must have been great when it was designed, but now looks outdated. A redesign keeps the brand from feeling stale or out of touch. Sometimes a redesign does not call for a total overhaul but minor changes to improve the font can account for visual clarity of a logo. Let’s find out more reasons to redesign a logo.
A3: A redesign should be done when your logo becomes outdated, complicated or when your brand evolves. #GuruChats
— Norman Wright (@NormanEWright) May 24, 2017
A3) It is a good idea to redesign when your values change. For example when BP went from British Petroleum to Beyond Petroleum #GuruChats pic.twitter.com/xNEj92P1dG
— TheBrandAnalyst (@TheBrandAnalyst) May 24, 2017
How soon is too soon to redesign your brand logo?
Every year, several significant brands spend thousands of dollars on redesigning their logos. It is indeed a hectic process and cannot be done frequently. However, some brands adopt a strategy to make subtle changes over a period of time instead of going for a shocking overhaul at once. While there is no time limit for a brand to redesign its logo, most designers and marketers believe it should not be frequent, unnecessary and out of place.
A4 Test the logo within small group. Get feedback and make changes if necessary. If customers are ready – make the change #GuruChats
— Tereza Dickson (@terezadickson) May 24, 2017
A4: It depends, you should allow enough time to pass and consider justifiable reasons for doing a redesign. #GuruChats
— Norman Wright (@NormanEWright) May 24, 2017
When your redesigned logo does not get the acceptance you aimed for, what do you do?
Chunk it out of the window and then start fresh or go back to the old logo? A tough call for the decision makers. A brand that reverts to its old logo appears to succumb to criticism but gains the applause and trust of its customers. In the opposite scenario, staying with the unaccepted logo makes them appear confident but they are at risk of losing customer trust.
A5 Move on. You can’t spend all the time thinking about your logo. You should’ve hired a company like @LogoDesignGuru #GuruChats https://t.co/s7kg6pn1N3
— Jade Alberts Consulting (@Jade_A_Consult) May 24, 2017
A5. Tell a story about the logo, and/or associate it with something new and emotional. Let the audience see the other side of it. #GuruChats
— Tereza Dickson (@terezadickson) May 24, 2017
How can brands test their redesigned logo before launching?
Very often, you have several logos and want some input to help make the final choice. A logo testing survey can give you valuable input from your target market. Generally the reactions or feedback could be more specific and technical when given by a professional designer or perhaps comprising of random adjectives when coming from the audience or user. Let’s find out how brands can get feedback for their redesigned logo before launching.
A6) I've seen authors and others place 2-3 image samples in one post and request followed to vote on the one they liked. #GuruChats
— Sonia Harris (@harrisonia) May 24, 2017
A6: Survey your audience via e-newsletter or email with the redesigned logo + get their feedback on it. #Guruchats
— MyCorporation (@MyCorporation) May 24, 2017
Is it wise to stick with your old logo style? Or follow current design trends?
When certain design trends become accepted, they contribute to design evolution. Minimalism was a trend but now it seems it’s here to last. Now brands can pick trends for logo redesign only to find they get trumped. It’s certainly a risky gamble. Let’s see what our participants had to say on the matter.
A7. If your audience likes your old logo, stick with it #GuruChats https://t.co/rWDOZ60yqH
— Khulekani Christian (@KhulekaniMj) May 24, 2017
A7 Each client has a unique feel they're going for, I do everything I can to tailor my design to the "flavor" of the company. #guruchats
— Alyssa Reilly Design (@AlyssaRDesign) May 24, 2017
Should you hire an outside agency or redesign the logo in-house?
Depending on the resources you have available, you may choose to design logo in-house or find a design agency externally. But there are more reasons for this decision, let’s take a look.
A8.1) Concept I always remember from my economics class: comparative advantage vs absolute advantage. #GuruChats
— Sonia Harris (@harrisonia) May 24, 2017
A8 it depends on where the skill is, outside agencies tend to have the latest ideas @LogoDesignGuru #Guruchats https://t.co/7XdWWaDAuB
— James Bowen (@jamesBowen2015) May 24, 2017
What advice would you give to brands undergoing a logo redesign?
Logo redesign can also be a nerve-wracking, emotionally-charged experience due to the potentially subjective nature of agreeing to the best logo. Luckily you can put some science behind the art of creating a logo. Let’s get some advice from the pros.
A9: Protect your work. File for a trademark to ensure that you are the sole owner of the unique work. #Guruchats
— MyCorporation (@MyCorporation) May 24, 2017
A9: Understand your #brand first, then develop a clear concept for the new #logodesign that accurately relates to your brand. #GuruChats
— Norman Wright (@NormanEWright) May 24, 2017
