Nothing lasts forever. That’s true of even the most iconic brand logos. Every brand goes through periodic updates and refreshes, and your logo should be no exception. Investing in a logo update every few years ensures that your logo continues to represent your company accurately and makes sure your logo continues to work well in print, online, and wherever else you choose to use it.
Here’s the checklist Balius uses with clients to discover if it’s time for a logo update.
1. It’s Been a Few Years
Coca-Cola’s logo has been around for more than century. But that doesn’t mean it hasn’t had several overhauls over the years. Coke’s logo has gone through no fewer than 12 iterations since the company began in 1886. The last 10 versions all included the iconic script, with adjustments to fit the style and function of the times. Its latest version has been around since 2007 and features a flat design that plays well in print and online.
If Coke can do it, so can you. If you’ve had the same logo for the last few years (or decades), it’s time to review it and see if there’s an opportunity to refresh it and bring it into the 2020s.
2. Your Logo Doesn’t Look Good on Your Website
Often, intricate or older logos don’t play well online. Their lines, shadows, and other features can get muddied or lost. Logos that have not been vectorized may appear fuzzy when blown up or shrunk down. If this sounds like your logo, it’s time for a logo update. A logo refresh with Balius will provide you with a vectorized logo that will look great no matter where you use it and how large or small it appears.
3. Your Logo Includes Your Business’s Old Name
Our businesses evolve, and our logos should evolve right along with them. It’s common for companies to drop the “Inc.” or “Ltd.” from their company title or tweak or drop words from their company name. Mergers and acquisitions can cause a logo to become outdated, too. In either case, a logo update is in order. Failing to update your logo with your new name can cause confusion for your customers and leave a bad impression.
4. You Don’t Have a Mark or Other Logo Elements
When all you have is a single logo file, your design options can be very limited. Most logos today come with several options, from full color to black and white. Often, designers will provide your logo in both horizontal and vertical layouts to add even more flexibility. If your logo includes graphics or a special font, you may also want an isolated mark or icon you can use on your social profiles and other marketing materials. If you’re struggling to work with a single logo file, it’s time for a logo update.
5. Your Logo Doesn’t Reflect Your Company Values
As we said before, businesses evolve. Sometimes, businesses change to the point that their logo no longer reflects their company values or current brand identity. In these cases, it is especially important to invest in a logo update. Your logo is the face of your company, and if it doesn’t reflect what you do and how you do it, your marketing efforts will struggle.
Is your logo in need of an update? The Balius creative team is here to help. Get in touch with us to start the process.