A logo is the face of your company. The attention grabber is the symbol that says, "Hey, we exist, remember us!" It also may be one of the reasons your clients are loyal. When changing an existing logo, you want to make sure it is for the right purposes. Here are a few important reasons:
1. Time Moves Forward
You want a long-lasting logo, but specific decades are affected by different tones and technological advancement. Let's take a look at General Electric's GE logo. Starting with 1892, It is calligraphic, probably with an ink quill. It is a curly-cue look that was more decoration than communication. Jump to 1900, embossing was popular, and companies often used the "printing press" look. The logo is sharper, and this time it contained in an ornamental circle. Next to 1909, printing was still the primary usage, but legibility was more important, the logo was flattened. Currently, the logo is thickened, rounded, and colored blue. This helps it translate well to the computer and print material to fit the modern era.
2. New Customer Base
Having a loyal audience is excellent, but there comes a time when new customers need to go in. Updating your logo to meet modern standards but keeping the main elements that make it most notable is a great way to stay loyal and new customers. Let's take a look at the Starbucks logo. To attract a younger audience, they simplified their logo to their iconic mermaid. It can appear clearly online and on apps that most younger people will use more but keeps their older audience by keeping their company recognizable.
3. Scandal
Companies want to avoid scandals as much as possible, but sometimes there are slip-ups. After you fix the problem internally, customers still may have difficulty separating the issue with your outward appearance. You may need to re-do the brand, including the logo. For example, back in 2012, The Livestrong Foundation used to be the Lance Armstrong Foundation until it was found that Lance Armstrong used performance-enhancing drugs and had to re-brand.
Comments