Your logo is often the first impression of your brand that your customers have access to. When it’s done right, it’s the most powerful, succinct representation of the kind of value that your company offers. When it’s done wrong, it can be an instant turn-off for the kind of customers that you actually want to attract and a repellent to good business. How do you know whether your logo works for your business or not? If you’re not a designer yourself, it can be hard to tell whether it’s communicating the kind of message that you need it to. You might like the way your logo looks, but is it effective? Does it look professional? Is it appropriate for your industry? To help answer these questions, read on for 5 sure indicators that you need a new logo.
1. It’s Not Flexible
With the growing variety of media available today, logos need to be flexible enough to be placed across a wide variety of applications while still remaining recognizable. For instance, some common uses for a logo are in the profile picture section of an Instagram page, on print materials like signage and business cards, and on a website. All of these uses will likely require slightly different formatting. Your logo needs to look good in black and white, in different sizes, and in different formats. A common logo design technique that is worth trying is creating a “dynamic” logo or a logo with elements that can be broken up and used interchangeably while still remaining the same look and feel.
2. It Doesn’t Portray Who You Are
Has your business grown into something more? Are the kind of customers that you serve different than the ones you used to interact with? Your logo needs to be a quick, accurate representation of who your company is. It’s the visual elevator pitch for your business. If you want to make sure that your company is effectively and consistently communicating the value of your services, be sure that your logo is updated.
3. You Made It Yourself
Now, we’re not saying that you can’t design a great logo. However, chances are that you’re not a professional designer. A good designer should be able to take into account your target market and what they value and precisely craft a logo based on those values. They should have a firm handle on both what makes a logo visually appealing and what makes it communicate the right things to the world. If it doesn’t sound like that kind of care and intentionality went into designing your logo, it’s probably time to re-design.
4. It’s Not Memorable
Creating a logo that is both simple enough to stand the test of time and unique enough to create a significant impact on your customers is a tough balance, which is why so many get it wrong. The good news is that there is a multitude of ways to make your logo stand out, from clever design tricks to simply correct placing and usage on your branding materials. If your logo isn’t memorable, you might need to consider taking a few more creative risks to make sure that it can stand out in a crowded market.
5. It’s Too Complicated
We’ve all seen logos that are all over the place with no clear definition. The most effective logos are ones that are concise enough to communicate a clear message, yet made well enough that they are aesthetically pleasing. The simplicity of your logo is also dependent upon the type of industry that you are in. Smaller, independent businesses like coffee shops and mom-and-pop stores can get away with (and often benefit from) a logo that is a bit more intricate. Tech companies and chains should, in general, opt for a concise logomark. Remember, the goal of your logo is to create a quick and lasting visual impression for your company on your target market.