We all live in an era of branding, where everything is labeled, and a company’s logo is the first
consideration of potential customers. Logos actually help us to determine whether a company can
be trusted or not. Among the thousands of companies out there, some of their logos truly instill
confidence. When these companies redesign their logos, they must try very hard not to lose that
confidence by changing it too much. A subtle change, while still retaining the core design is the main
aim.
I. When considering a logo redesign, the company must:
· Seriously consider the inherent risks in changing their logo to something new
· Be prepared and consider all of the pros and cons involved in a logo change
· Fully take into consideration all valid reasons for redesigning the branding
· Be sure to choose a logo redesign that customers will continue to recognize and will view as an
improvement on the old logo, as opposed to conceiving it as a step backward. There is nothing worse
than having customers say that they liked the old logo better.
II. When a company has continuously used a particular logo for many years:
· That logo creates significant brand familiarity amongst their customers
· That familiarity is well known to be a beneficial means toward the successful marketing of their
brand.
III. A logo redesign should:
· Employ cleverly understated changes that revitalize the company’s look
- Always strive to continue customer brand recognition.
IV. Of course, the case for any good logo, whether brand new or redesigned, is the actual perspective
on where it is being used. One logo might look great on a letterhead, a storefront or even on a t-
shirt, but not work so well on the tail of an airplane, let’s say. All logo redesigns need to take potential usage into consideration first and foremost. Some of the other placement areas for a redesigned logo are:
1. Websites
2. Clothing
3. Shoes
4. Television ads
5. Magazine and news ads
6. Vehicles of all kinds
7. DVD’s
8. Movie credits
9. CD’s
10. Printed materials and advertising
V. Some logo redesigns are not really a redesign, but more of a refinement.
A. Many CEO’s feel that a good logo for their company needs to develop a new personality when it
is redesigned, but subtly and without forgetting about the company’s underlying message and the
brand recognition that is already in place with the old logo.
B. It is often too easy to get carried away and effect a departure from the original brand logo.
C. Many companies find that just modernizing the original logo without changing the color or basic
design is the best redesign.
If you are considering a logo redesign for your company, be sure to plan on at least 5 or 6 drafts in
order to modernize your logo while making it even more memorable to your customers. The money
will be well spent and you will achieve more desirable results.
Sarah writes on behalf of Fluid Branding a promotional products specialist. Fluid Branding have
thousands of promotional product from promotional bags to calculators, from promotional USB to umbrellas. Fluid Branding have something for everyone.
consideration of potential customers. Logos actually help us to determine whether a company can
be trusted or not. Among the thousands of companies out there, some of their logos truly instill
confidence. When these companies redesign their logos, they must try very hard not to lose that
confidence by changing it too much. A subtle change, while still retaining the core design is the main
aim.
I. When considering a logo redesign, the company must:
· Seriously consider the inherent risks in changing their logo to something new
· Be prepared and consider all of the pros and cons involved in a logo change
· Fully take into consideration all valid reasons for redesigning the branding
· Be sure to choose a logo redesign that customers will continue to recognize and will view as an
improvement on the old logo, as opposed to conceiving it as a step backward. There is nothing worse
than having customers say that they liked the old logo better.
II. When a company has continuously used a particular logo for many years:
· That logo creates significant brand familiarity amongst their customers
· That familiarity is well known to be a beneficial means toward the successful marketing of their
brand.
III. A logo redesign should:
· Employ cleverly understated changes that revitalize the company’s look
- Always strive to continue customer brand recognition.
IV. Of course, the case for any good logo, whether brand new or redesigned, is the actual perspective
on where it is being used. One logo might look great on a letterhead, a storefront or even on a t-
shirt, but not work so well on the tail of an airplane, let’s say. All logo redesigns need to take potential usage into consideration first and foremost. Some of the other placement areas for a redesigned logo are:
1. Websites
2. Clothing
3. Shoes
4. Television ads
5. Magazine and news ads
6. Vehicles of all kinds
7. DVD’s
8. Movie credits
9. CD’s
10. Printed materials and advertising
V. Some logo redesigns are not really a redesign, but more of a refinement.
A. Many CEO’s feel that a good logo for their company needs to develop a new personality when it
is redesigned, but subtly and without forgetting about the company’s underlying message and the
brand recognition that is already in place with the old logo.
B. It is often too easy to get carried away and effect a departure from the original brand logo.
C. Many companies find that just modernizing the original logo without changing the color or basic
design is the best redesign.
If you are considering a logo redesign for your company, be sure to plan on at least 5 or 6 drafts in
order to modernize your logo while making it even more memorable to your customers. The money
will be well spent and you will achieve more desirable results.
Sarah writes on behalf of Fluid Branding a promotional products specialist. Fluid Branding have
thousands of promotional product from promotional bags to calculators, from promotional USB to umbrellas. Fluid Branding have something for everyone.
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