When is the right time for your logo to evolve?
There is something in common with all of us, when it comes to visual identity of our companies. We all want our logo to be recognizable, like our own signature mark. The one constant in always changing environment, after all we call it visual IDENTITY, it is who we are, or who we strive to be.
We take great pride in it. This little mark represents our effort and everything we went through, trying to build our company, big or small, makes no difference, we all have to start small to grow big.
GREAT LOGO MAKES A GREAT COMPANY… OR MAYBE IT IS OTHER WAY AROUND?
There was never a time when a great logo mark turned a small company into a big one. Logo has nothing to do with it. If a company grew big, it was caused by the people who worked hard or even more so, smart enough, to accomplish their success story. I believe it is safe to say that a great company makes a great logo. It happened many times that a well known designer created a perfectly good logo mark for a client and the company went down anyway. We really shouldn`t blame the logo for it, after all, this mark is there to show that we exist, for how long it will depend on our work strategy, how well we planned our day, our month, our year, what goals have we set for our self and how we execute that plan in reasonable time.
IF YOUR BUSINESS EVOLVES, YOUR LOGO SHOULD FOLLOW
Your logo is identity mark of your company, if your company starts to change it`s strategy, goals or products, it changes it`s identity, so your logo mark should follow the direction of your company. The best possible examples that i can give you are the ones that are familiar to all of you:
Apple, Google, McDonald`s logos evolved along with their companies.
How did they evolve? There is something that never changes, for Apple it is the apple itself that stays their constant. The part that is recognizable to everyone. The changes are made in colors and gradients. For Google the colors are their identity mark, the word Google is their constant and the font is transformable part. McDonald`s has it`s constant in yellow letter M, whatever happens around that letter is adjustable.
There is something else that is quite clear when we look at the logo timelines of this giant companies, even if their business strategy remains the same, their logos change over time. They follow design trends.
WHEN IS THE RIGHT TIME FOR YOU TO EVOLVE YOUR VISUAL IDENTITY?
I often experienced that clients “fear of changing” their logo marks. When I say change, i mean on just flattening the logo, changing the color or remove gradients that are unnecessary, the same changes that we see on Apple, Google or McDonald`s logo marks.
It seems that we all grow too attached to what we call visual identity. Change is good, to change is always better then to stand still, in life and in business, that is, if the change is an improvement. This fear of change, is fear that you might not change for the better but for the worse. It is understandable, but you should not give to much power to your logo mark, no matter what color you choose, your logo can not ruin, no more then it can save your business.
The right time to evolve your logo is when you find the courage to change! Maybe it is not a bad idea to follow example from companies like Google and to play with your identity, not to fear it. When you see a strong design trend that is here to stay and that almost everybody reacts to, leave your gradients behind, be adjustable to change. Be open minded. Those are the skills that you will most definitely need, because change is always waiting around the corner. Ready or not, it will come to you.
Stock logo marks on featured image are available for purchase here on PolarVectors.com, placed in order of appearance: