YOUR COMPANY LOGO is the most identifiable symbol of your business. As the visual representation of your brand, it sends a message to the world about who you are, what you do and how you operate. You may have learned that a logo is the one constant, inviolate image of a company that should never change. After all, brand consistency is the goal, right?
The answer is yes…and no. The real issue is whether your logo is sending the right message to your customers, prospects, vendors and potential employees. The fact of the matter is that just like fashion, cars and hairstyles, logos and graphic styles change over time, and what was cutting edge 10 or 20 or 40 years ago becomes outdated if not modified. The big brands know this and adjust their logos regularly—some gradually, some more radically. Take a look at Coke, Pepsi, Ford, or any of the fast food chain logos, and you’ll be surprised at how much these seemingly constant symbols have changed through the years.
If you think it may be time for a change, ask yourself the following questions: Is your logo an accurate representation of your organization as it exists today?
Is it a look you’re proud of? Is it memorable, recognizable and distinctive from others in your industry?
Was it designed by a professional originally?
Do your customers like it?
Does it work well in all usages—print, digital, signage, promotional items?
If you’ve answered no to any of these, then consider a logo makeover. Whether that means a completely new look or relatively minor modifications is a highly individualized decision. A good design firm can guide you on the best course of action and walk you through implementing the changes system-wide.
Laura Tobin is the Vice President of Gallinghouse Marketing + Creative. She is a 25+ year veteran of the ad industry with regional and national experience in marketing. Gallinghouse is located at 409 W. 21st Ave., Covington. For more information call 985-893-7631 or visit gallinghouse.com.
