Is It Time to Change Your Logo?

It’s a new year. A fresh slate. There couldn’t be a better time to take a hard look at who you are as a company and who you want to be. And in marketing, who you want to be generally has something to do with who you want to see walking into your store. In other words – your target market. If it has changed over the years, it’s time to look at everything you do, from the inventory you carry to the staff representing you and yes, to your marketing. That begins with your corporate logo. Your corporate logo is the face of your company. It’s the first thing customers see when they walk up to your door or open your homepage. Very often, it’s overlooked or ignored. It could be something passed down from a generation or two or something (sadly) you spent very little time on. It speaks volumes to your target market, and it’s damned important. Now some have the ideology you should never change your logo. I’m not part of that group. Truthfully, unless you have a logo that has become an icon or stands the test of time, if it’s no longer you (or completely outdated), then change it! Other than it no longer represents who you are, what are some other reasons you should consider changing your logo?

1. Your logo is too complicated. There are too many fine details and intricate, unnecessary design elements. Perhaps there are too many colors. It’s hard to read on your advertising and doesn’t lend itself to several applications. Always look at your logo in black and white and reduced down in size.
2. It doesn’t transfer well to today’s media. There was a time when your logo simply had to look good on your signage, in a print ad, or on a billboard. Today, it has to transfer well to digital. How does it look in smaller banner ads and social media?
3. Your competitors have better logos. After all, you’re in a branding war. If their logo looks more professional, conveys a better image, or really speaks to the customer you want, you need to change your logo.

Large corporations tend to spend tremendous time, effort, and money on their corporate logo. You don’t need to spend exorbitant sums, but you do need to have a professional designer. It’s far more complex than you think, and there are many important elements that need to be considered prior to making a final decision. Part of that decision needs to include the actual color. Red denotes passion, trust, emotion, intensity, and aggressiveness. It's no surprise Nike chose this color. Blue will conjure feelings of comfort, understanding, clarity, confidence, calm, and trust. Healthcare providers are big on this color, as are many financial institutions. Yellow is the color of joy, energy, and freshness. McDonalds "M” anyone? Green is associated with harmony, peace, hope, and a sense of calm. Starbucks chose this color. I guess that's how they want to make you feel while you're getting your caffeine-induced buzz. Purple is associated with luxury and royalty. It makes you feel glamorous, romantic, nostalgic and introspective. There are many jewelry and luxury brands that choose this color, like Hearts On Fire® and Crown Royal whisky. Orange makes you feel happy, enthusiastic, and creative and tends to stimulate mental activity. No surprise it's the color we selected for Fruchtman Marketing! Pink is feminine. Other words associated with this color are love, warmth, sexuality, and nurture. Think Breast Cancer Awareness and that well-known toy for girls — Barbie. Brown is earthy. Very reliable, supportive, and dependable. Perhaps that's why UPS chose brown as its signature color. Take a step back and take an objective and clear look at what defines your corporate image. There’s no better time than now.