Did you know that visual trends change every decade or so? How old is your logo? Is it current with today's style?
A new identity is like a fresh coat of paint; adding newness and vibrancy. It's also a good excuse for sales people to hand out business cards and flyers with an updated look.
When considering a logo redesign or refresh, also consider the relevance of your company name and tagline? If it's time to consider this, here are some questions that will help guide you:
1. Is your company name still representative of what you do? Is it descriptive so that people who don't know you would understand what you do purely by reading your company name?
2. Does your logo and tagline reflect your values and what you do?
3. Is your tagline still relevant or have you changed direction since it was introduced? Can it be made more dynamic?
4. Are any of these aspects tired, old fashioned and need to be refreshed and modernised through the use of more up-to-date fonts and colours.
Let's look at WMC Public Relations as a case study:
a) The name still describes what the company does and it is well established and respected in the marketplace, so we decided not to change the name.
b) The logo used traditional fonts and classic colours that were very corporate and professional, but lacked movement and vibrancy. We wanted our logo to indicate we play an active role in social media and introduce warm earthy tones that reflect colours of Australia's environment, which we are passionate about.
c) The old tagline (The Communication Specialist), while still relevant, needed some pizzazz. So we looked at what we offer clients and broke it down into three key words.
* Strategy, for the strategic advice we offer clients and the strategies we develop to create PR programs.
* Action, which demonstrates implementation of PR and publicity program and that we are pro-active.
* Results, because that is the basis of everything we do; ensuring we obtain results for clients.
If you do go down this path, choose a graphic designer you are happy with and understands your business. Make sure he/she provides examples of how the logo/tagline will be applied: for example, on vans and trucks, signage, stationery, on websites and social media.
Ask your team and other stakeholders: does it have high impact visually? Can it be recognised easily (in large & small formats)? Is it attractive?
Once you have decided on a new corporate identity, ask the designer to supply the logo in various formats for use on black/white or coloured backgrounds. Logos should be supplied in Adobe Illustrator format as this is what graphic designers and printers require. JPG files are acceptable for some applications but limit to how the logo can be applied.
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