Four reasons to consider a logo redesign
All known soft drink Fanta recently introduced a new logo redesign and innovative bottle shape.
The main features of the brand, reflected in the new packaging, were freshness, cheerfulness and gaiety, which is expressed by bright, juicy colours and clear, illustrative graphics. Orange slice also symbolizes a smile.
Why do even successful brands decide to consider a logo redesign?
Is it really necessary to redesign the logo, which is recognized by many thousands of people who already buy products? First of all, you need to understand why you need a company’s logo redesgin. Logo redesign or even complete rebranding can both improve and worsen sales, so you need to carefully approach the selection of a team of designers from whom you plan to order a new logo.
Most often, the idea of remaking the visual image of a company does not arise out of nowhere. We strongly recommend that you do not conduct a large-scale rebrand without a reason, since this can lead to a negative reaction of your target audience.
Even such world companies as Pepsi and KFC have faced such problems. When they decided to order a logo, the price of which was prohibitively high, as an element of rebranding, this caused potential buyers to wonder about what and why the money was spent on.
How can we understand that the right moment has come for a logo redesign?
One of the main tasks of logo redesign is to maintain the brand recognition and identity. Very often companies tend to minor changes in the logo, which often even are invisible to the inexperienced eye. At the same time, it can not be dispensed with, in particular, if the initial development of the logo allowed any oversights.
Most often, the rebrand becomes a necessity for companies with a long history, whose logo has ceased to meet the requirements of modernity. At the same time, some companies sometimes rely on recognition and classics, and change their logo to its old version, with little adaptation. Naturally, you can not order the redesign of the company’s logo without preliminary analysis of the market, the target audience, the general condition and development trends of the company. For example, a rebrand can become necessary if your corporate style is oriented only to the audience of one country, and in the future an international expansion is planned.
In general, the logo redesign is carried out in the following sequence of actions:
1. Carry out a thorough analysis of your brand and the identity of your company.
2. Rebrand the logo in accordance with the information received.
Below are the main reasons for logo redesign:
1. Changes in corporate values and company policies
This reason is the most common, because when there are internal changes in the company, this should be reflected in the external component of branding. New marketing strategy, expansion, changing the target audience, changing the owner, the country. All this is reason enough to change the visual image of your company. Also, do not forget about the change in the type of activity: perhaps, in this situation, create a logo that corresponds to the changes – not even an urgent recommendation, but a vital necessity.
2. The similarity of the logo to the other brands
The main reason, which is the basis of this reason, is the desire to enhance the recognition and originality of your company. In this situation, it does not matter whether standard elements were used to create the logo, which led to its similarity to many others, or there were other companies that decided to create a logo similar to yours.
In order to maintain its uniqueness, it is necessary that your corporate identity can not be confused with any other similar company. If you see that your company falls under this description – we advise you to order a redesign of the company logo, which will restore your uniqueness.
3. Technical problems with the use of the logo
In the initial development of the logo, especially if it took place many years ago, many important details could not be taken into account. Whether the printing difficulties, or the discrepancy with the requirements of Internet design, or the lack of expressiveness of your brand name in small or large sizes – is Probability that you are facing daily one of these problems.
One of such problems can be colour. Using too extensive colour scheme can lead to the fact that the cost of printing any branded products will cost you a round sum, and if you need to print a black and white analog your corporate image will turn into a gray mess.
4. Logo became outdated
On the path of logo redesign, branding is growing with it. If initially, in order to be designed, the company needs to use in its logo design Toronto in addition to the image and the name and type of activity, then subsequently a stronger visual image – the image – can fully fulfill this function. Similar examples of the crook can be seen in such cities as Starbucks or Ralph Laurent.
A logo redesign can also be needed when the elements used in your visual identity are out of use. In particular, this is relevant for companies that are engaged in technological development. If ten years ago the use of a CD in the logo of your company was quite relevant, now there is a possibility that new generations will not even understand what you meant.