For small businesses, it can be tempting to upgrade a logo when you’ve got more funds to invest in graphic design. But how much is too much? And when is not enough?
Consider Your Branding Power
Before you can determine how often you should update your logo, consider how much people associate your current logo with your brand. Is it instantly recognizable, the way a Southwest plane (the blue and orange highly visible) is from the sky? Could people identify the brand without seeing your company name, but just your logo?
If so, congratulations. That’s the purpose of a logo. If you’re not quite there yet in terms of brand recognition, it’s probably safe for you to update your logo, but keep in mind that goal: your logo should connect the dots for potential customers whenever they see it, be it on your website, business card, or social media platform.
Changing your logo too frequently can reduce your branding power.
Consider a Derivation
A logo refresh doesn’t have to mean you start from scratch. Sometimes subtle changes are just as effective, as we see from Google’s recent update to a flatter logo:
If you feel like your logo is outdated, a tweak to a more sleek and modern logo can help you better engage potential customers. But stay true to your brand; colors typically shouldn’t change, nor should the main premise of your logo be altered too much.
Signs It’s Time to Change Your Logo
If any of these ring true, it may be time for a new logo:
- Your brand has changed its name
- Your company has modified its service or product offerings
- You haven’t changed your logo in over a decade
- Your current logo was not professionally designed, and could be improved
Keep your logo up-to-date so that it continues to appeal to your audience, but not so much that it confuses people as to why it’s constantly changing.
