There is a common misconception that a company or brand needs to keep its identity the same forever—that changing the logo would have negative consequences. However what we know is that maintaining the status quo too long can do more harm. You only need to look at major global brands as evidence keeping your logo fresh and relevant is vital.
These are the most common problems we’ve encountered that trigger brand identity re-designs:
- Your current logo changes appearance when embroidered, screen printed or applied to signs
- The main visual element is any sort of geographic map
- Your product, service or organisation has recently undergone significant changes
- Your current logo has been purchased from an online design store
- It’s similar to other logos in your field, or location.
Your current logo changes appearance when embroidered, screen printed or applied to signs
This is a common characteristic of a poorly designed logo. It might look terrific in full colour on your computer screen, but when it’s embroidered on to clothing or applied to a sign, it just doesn’t work. Production companies often end up needing to alter the logo to make it work with their materials and processes, significantly changing the appearance. Flux graphic designers have experience dealing with a variety of production processes, so when we design identity, we already know what works and what will fail.
The main visual element is any sort of geographic map
Using a map to communicate the geographic location a company services is a very common solution—and that’s exactly why it doesn’t work. There are so many logos that use maps in this way that each of them fail to perform the most basic of logo design principles—distinguish your brand from market competitors.
Your product, service or organisation has recently undergone significant changes
Sometimes, whether for reasons out of our control or very deliberately, organisations change direction. When this occurs it’s a great idea to re-evaluate the organisations values, and present a new image that represents the new values. Out with the old, in with the new! Making this aesthetic change communicates to your existing customers or other stakeholders that you’re serious about change.
Your current logo has been purchased from an online design store
The biggest problem with buying a logo online is that design is a service, not a product. Often the website selling you a very inexpensive logo design ‘product’ has also sold the same design product to several, if not hundreds of other organisations—most of them probably similar to yours. When you engage Flux to design or redesign your brand identity, you purchase a service which includes doing research to ensure the image we create for you is unique.
It’s similar to other logos in your field, or location
Sounds obvious but I am amazed at how often this occurs. For example, I probably don’t have enough fingers on both my hands to count the number of Adelaide based builders that have logos derived from 3D cubes. The result of this is a severely diluted brand recognition.
How fresh and relevant is your logo?
If you’re concerned your brand’s identity is longer valid or is need of a face-lift, email our Creative Director or phone +61 8 8272 5503 for a free one hour identity consultation.
