It’s a fresh new year and time to consider updating your brand elements. Your logo is the chief graphic that represents your brand. A logo can start to look dated and not be as effective as it once was fairly quickly. Logos designed a few years ago may not have been designed with appearance on responsive websites taken into consideration. This could make it harder for people to understand and remember. Having a confusing logo is probably not what you want for your brand. When evaluating your brand’s logo to see if it’s past its prime, judge the following elements:
Memorability – Often a memorable logo has a meaningful design that enhances it’s memorability.
Uniqueness/Interest – There are some looks that are so common now such as using a swoosh type design or using an oval shape that it will be impossible for your logo to stand out. Aim for a design that is interesting and never boring.
Simplicity – A logo should be easy to understand at a glance. That doesn’t mean that it has to be just simple shapes and Helvetica. Simplicity shouldn’t preclude being interesting and memorable
Technical Considerations, ie. Scalability – Will your logo work at different sizes from a icon to the screen of your phone to a truck sign or billboard?
Execution – Make sure you are promoting consistent usage of your new logo in all of your business communications. This is made easier by creating brand standards and requiring their usage.