By Giles McGrath | @GilesMcGrath | Creative Director
Logo changes can play a major role in developing a new image for your company, but not all logo changes require major design changes; just ask the Minnesota Vikings.
Recently, MediaWhiz Creative Director Giles McGrath took some time to answer questions related to the benefits – and potential pitfalls – of brands redesigning their logos. He also offered some best practices you can use to ensure the successful redesign of your logo.
1) How do you know when it’s really time for a redesign and that you’re not just listening to others who say you need a new logo? How do you make your new logo/branding stand out?
There is no simple answer as to when a logo should be redesigned. Often companies will undertake a redesign prematurely. Some questions brands should ask themselves prior to undertaking a redesign include:
- How does my logo reflect on my brand positioning and personality of my business?
- Is my logo still unique in the market?
- Has the focus of my business changed?
- Would a new logo reflect the new direction of my business?
2) How do you know when you’re spending too much (and about what should you be prepared to spend)?
The cost of logo redesigns vary widely. Some of the most famous corporate logos were free, such as the iconic logos for Google (designed by co-founder Sergey Brin), CocoCola (by Frank Mason Robinson) and Twitter (done for $15 by Simon Oxley). Conversely, companies like Pepsi spent more than $1 million on the design of its new logo, and the BBC spent more than $1.8 million on its logo redesign.
It is important to measure the expected impact of the logo redesign as a factor in the cost and make sure you are in a positive-ROI position. For 90% of brands a redesign should never cost more than $50,000.
3)How do you make your company look “fresh” without changing so much that you lose loyal customers?
Using Pepsi’s recent logo redesign as an example, it is best practice to “update” a design as opposed to an outright logo “redesign.” The purpose being that after the upgrade the logo should look like it is a part of the same family. If done correctly, you will achieve a “fresh” look without distancing yourself from your brand’s original logo and current brand advocates.
We hope this helps you and your business when the time comes to redesign or change your current logo. If you have any questions or comments please feel free to comment or contact us on twitter @MediaWhizInc.