- Your logo isn't the part of your brand
that's going to make the sale
or convince somebody to buy from you.
A logo's job is to trigger
recognition of the product
or service that your company offers.
So it's really important
that your logo's designed
to carry out that task.
Is your logo up to that task?
Here are five reasons that may mean
you want to look at redesigning your logo.
The first one is is
your logo too intricate?
Too complicated?
If your logo's too intricate,
it can take the viewer
some time to work out
what it actually is.
And in most cases,
we only have a fraction of a moment
for someone to look at your logo
and have it trigger that association
with your product or service.
You don't have to say
everything that your brand does
through your logo.
You can incorporate ideas through colours,
simple shapes and typography.
When you look at a lot of the big brands,
their logos are all very simple.
They use simple design
techniques and colour and fonts,
as I just mentioned, to give you an idea
and a feeling about their brand.
Simple logos also tend
to stand the test of time
a lot better than more
complicated and intricate logos.
Speaking of time, does
your logo look outdated?
A logo which was created
three or four years ago
could look outdated.
Especially if it was created
as part of a design trend.
Something which was
very popular at the time
but now, no longer used.
Just like clothes fashions,
trends and design can change very quickly
and your logo can suddenly
look very old-fashioned
when four years ago, it was cutting-edge
and leading the design trends.
It's a good idea to
take a look at your logo
every three or four years
just to make sure that it's still relevant
and it hasn't been caught up
in one of those quick design changes.
It may mean that you just have to make
some little subtle tweaks to your logo
just to keep it fresh and to
keep it modern and effective.
Another reason that you may
need to change your logo
is that you may have
partnered up with someone,
merged or bought over another business
to expand your product
or service offering.
If your part of the
business is solid and strong
and the new acquisition
is a smaller element
and doesn't really affect
the overall brand identity,
then you probably don't
need to change anything.
If however, bringing in this
new part to the business
really expands your products or services,
then you will want to look
at your brand identity
to make sure that it incorporates
all of these new ideas
that come with the new acquisition.
Another reason to change your logo maybe,
based on geographical location.
Where are you?
Where were you when you
started your business?
It may be that the business
started in a very small shop
in a local village or town or city.
As your business grows,
you may want to move your
business out into new areas,
you may want to franchise it.
Does your brand identity allow for this?
Or did you create it so
that it would only work
in that very localised situation?
It may not take much.
It may just mean removing
the name of a town.
But it may be that you
need to think bigger
and as such your brand identity and logo
will need to change to
reflect that bigger image.
And the fifth reason
for changing your logo
could be as simple as
it's just not very good.
The reason for that, maybe,
that you created the logo yourself
just to get the ball rolling,
to get your business started.
Or maybe you got a friend of a friend
to create the logo for you.
They have a copy of Photoshop
so they must know what
they're doing, right?
Many business owners, when
they start up in business,
want to save money.
And the first thing they do
is pull money from the design budget.
This is mostly because
they don't understand
the value of design and what
it can do for their business.
And so by pulling that budget
down to a very low level,
we have a fairly poor
looking brand and branding.
Now, a lot of consumers, when they look
at a company's branding,
if it's poor,
they will see that as reflecting
on the product or service.
You don't want that as a new business.
You want your product and
service to look the best
that it can be.
So, my advice to anyone out there
who's starting a business right now
is to seriously look
at the amount of budget
that you do spend on your branding.
It can reap huge dividends
for you in the long run.
It will also save you time,
because if you go in and do a cheap
and a poorly constructed
logo or brand identity,
I can guarantee you, a
few years down the line
when your business is
growing and flourishing,
your logo and brand
will be holding you back
because it won't be reflecting
the same quality of
service that you're giving.
And so you're going to have to go through
the process all again
and create a new logo
and a new brand identity
that does help move your business forward.
If you're not sure where
your logo stands right now,
ask your employees, ask your
customers, get their feedback.
You yourself as a business owner
are stuck in a brand bubble.
You may think everything
is fine and going well
but in reality, people
see different things
and so what you want to do
is build a bigger picture
of how your brand identity and your logo
fits with your business
in its current state.
I hope you find this video useful.
If you have, make sure to
share it with your friends,
give the video a thumbs
up, leave a comment.
I'd love to hear from you
and subscribe to the channel.
And until I see you next time, folks.
Stay creative.
