If you are a business owner looking to change your logo, one of the first things you need to decide is whether to revamp your existing logo or do a major overhaul and come up with a totally different one.
To help add some real life context to this question, let's take a look at how two established companies have redesigned their logos, what led them to their decision, and what factors are important to consider when deciding whether a new logo or revamped one is better for your business.
The New York Times revamps logo
The New York Times has been in print since 1897. Some of the key reasons for their enduring legacy come from it evolving and adapting to keep up with the times, while also maintaining it's credible reputation.
The NY Times logo is considered as one of the classics in the history of graphic design work. In 2014, they made some small tweaks in the logo to coincide with the launching of a digital video platform. The changes to the logo included removing the lines that connected the inner rectangle and diamond to the T icon, and changing the diamond into a triangle.
The result was a smart, subtle way of placing the play icon within the New York Times branding to signify the newspaper's expansion into the video platform.
Since the logo is already a classic, there was no need to completely change its overall design. But in order to introduce the new service the Times was offering, they made some simple adjustments to represent the change. This is a great example of a logo revamp.
Instagram goes with a new logo
Social media powerhouse Instagram decided to go with a complete overhaul. From the retro-inspired Polaroid camera, the logo has been changed to a flat white camera set against a backdrop of rainbow colors. According to Instagram's head of design, Ian Spalter, the reason behind the creative decision to change the logo was to modernize the brand by giving it a "brighter and flatter option",and by making it more "reflective of the community".
This logo redesign set a lot of tongues wagging within the design community, and many said this is a perfect example of "if it ain't broke, don't fix it".
Only time will tell if the new logo will grow on Instagram users. This is one of the central risks when changing a logo, that the new logo won't resonate with the audience and the initial shock will cause backlash. However in the long term, after people have gotten over the initial shock, it may be considered beneficial to have a logo that is a better representation of the brand.
Aspects to consider when reviewing your branding
Before changing your logo, ask yourself these questions: do you really need to change the logo? Do you have new services or products that require modernization like the NY Times example above? Does it just need to be a better representation of your company?
A logo redesign is a big change that can have dramatic effects so should be decided carefully.
If the decision for a new logo is yes, then here are some points to consider:
Evaluate equity in current logo
Will your customers feel confused or disconnected if the logo is changed? Does your current logo have a strong impact on your brand? Before you commit to a logo redesign, weigh all of the factors in. Have a smart and strategic marketing plan in place that will cope with your customers' reaction after the new logo is launched. If your current logo equity is very high, you will probably lean towards a revamp that keeps identifiable aspects intact.
Customer recognition
Some of your customers will always associate your old logo with your business. This is why if you change it to something else, you will also need to have marketing activities to regain some of the customer recognition you lost.
Brand loyalty
Some customers who have very strong associations with a brand's logo will negatively react when its logo is changed significantly. You need to remedy this by convincing those customers your business will essentially remain the same.
Context
When redesigning your logo, context always helps. So make sure to clearly explain your reasons for changing the logo in order for people to become more receptive to it.
Brand integration
You need to consider how well your current logo is integrated into your brand. If your logo is seamlessly incorporated into all aspects of your business, you can simply change a minor detail, just like how The New York Times did.
Trends
Are you updating your logo just to follow the latest design trends? If so, do you think the new logo will still work five or ten years from now? Leave the trends and fads to the fashion industry. In order for a logo to endure, it must be timeless.
Gradual change or radical makeover or your logo?
Before you implement a logo redesign, make sure to evaluate your current logo and your reasons for changing it. There are advantages and risks involved so you should exercise caution. Only you can weigh the pros and cons to decide whether a brand new design or a revamp will be better for your brand.
Whichever path you decide, DesignCrowd can help crowdsource your new logo. Our community of 500,000+ designers can work on creating a brand new logo, or update you existing artwork hassle free and with a money back guarantee* (conditions apply).
Want More?
Rebrands can do wonders for your business, if applied sparingly - Start here if you're wondering if a rebrand might be in order for your business:
Instagram's New Logo - Rebranding Tips And Alternative Designs
Four Famous Brands That Should Rebrand To Stay Relevant
When Should You Consider A Rebrand For Your Business?
Written by Jessica Walrack on Thursday, September 1, 2016
Jessica Walrack is a professional freelance writer with a background in sales and marketing. After 7 years in the corporate world, she stepped into the online sphere and has now been freelancing for 4 years. She specializes in helping businesses to create a stellar online experience for their audience in order to build industry authority and increase profitability. In her spare time, Jessica enjoys traveling all over the world with her family.
