Logo Redesign- What to do When Changing Your Logo!

Logo redesigning is a delicate process. Not only does it involve the designer team to create it, but also you have to throw away the current business cards, newsletters and all stationary associated with that logo. Plus you will have to make up the brand equity again and avoid confusion among the customer!

Transcript

1. Logo Redesign: What To Do When Changing Your Logo? Changing a logo does not mean simply a logo redesign; to change a logo you will need to change all the associating marketing materials as well. A logo redesign can cost a company in several millions and it might not always be successful. Consider the example of the revamp of Gap logo. It cost a fortune and was one of the worst design revamp of all times. The company had to change it back to the original logo which again cost them millions in marketing materials. Redesigning a logo might even take more time and effort than the first time because now you have a lot of things to consider as well as the brand equity that the logo has already made and the effect a revamped logo can have on the perceptions of a customer. A Logo Should be Redesigned for a Good Reason: A logo must not be changed on a whim; there are a lot of concerns attached to the logo, if you want to embark on a redesigning journey you will have to address all these concerns as well. Often times it becomes very overwhelming. You will once again have to create a logo that reflects your brand image, once again will have to gain brand equity and once again redesign all the marketing material. This can cost a lot! A Logo Should be Designed by a Professional Designer: A corporate logo design should be made by a professional logo designer. Many firms who are looking to redesign already have know-how of good designers or have contacts with the designer that made their previous logo. Some prefer to use a new designer altogether to get a fresh new idea for a fresh new logo. You will have to ensure that the designer you choose has the time and willingness to work at your redesign project. But always remember; a good designer does not come cheap! The Brand Definition Should be ReAnalysed: Many companies change their logo because they might be changing their process, services or adding a new product. If that’s the case, then the brand definition should be researched again for a new logo. The industry will have to be researched again and so will the target customers. A Logo Redesign Can Cost You Big Time: As mentioned above, redesigning your logo will have consequences. After your logo has been created, you will have to throw away all your current stationary, like letterheads, brochures, pamphlets and business cards and then pay to create new ones. Then you will have your website to deal with. Your website logo will have to be revamped and so will the web design layout, to reflect the change which will cost you even more. A Logo Redesign can Confuse Your Customer: When your existing customers see the redesigned logo, it can confuse them; they might wonder if your business is the same one that they dealt with in the past, whether you have changed the services and products of your business or if you have raised the prices. It is important that prior to the launch of your new professional logo design you should inform your customers about the change.
2. When redesigning a logo, make sure you follow these steps so that your new project goes as smoothly as possible.