Evolution or Revolution?
Refining your Logo
Indicators it's time to change
How to start your rebrand
Things to avoid in the process
Just like people, a company will grow, change and transform over time. This natural progression is necessary for your business to stay at the forefront of the latest industry advancements and to better position yourself in the ever-changing minds of your consumers. No brand should ever be left static. This is especially true when it comes to your logo.
The big question you must ask yourself before diving into a logo update is - evolution or revolution? It is important to choose a pathway that best suits the objectives of your logo rebrand.
An evolution generally involves slight modifications to components of your existing logo to keep it fresh, contemporary and visually appealing. It is often the safer option if you are already content with some aspects of your logo and do not wish to lose the brand equity or brand awareness that you have worked so hard to build.
Conversely, a revolution can be compared to starting out with a blank canvas. If you are dissatisfied with the logo of your existing brand and want to start again with a complete redesign to present yourself in a new market or industry, then this may be preferred path.
Truly great logos are instantly recognisable and leave a lasting impression (think Apple or Nike). Whilst the key elements of your logo may remain unchanged, it must still evolve over time to remain relevant and contemporary, particularly if you are in a highly competitive market.
Logo evolution has been practiced by brands for decades. Take the evolution of Coco-cola over the years for example.
Brands like Coke have been continuously refined and updated to keep up with the times, while still maintaining the overall look and feel. We classify these modifications and changes as ‘rebranding’.
Examples of our work
At Thirst Creative we have also helped numerous clients evolve and refresh their brand.
Whilst you may not be looking at an all-inclusive rebrand, logo evolution is a necessary process in your company’s brand development. Important signs it might be time for a refresh include:
There’s a lot to consider when it comes to narrowing your brand down to a single image, word, symbol, mark or emblem that will be your logo. Here are a few steps on how to get started with your rebrand process.
Regardless of whether or not you consider yourself a good drawer, we recommend seeking the expertise of a trained professional. A good graphic designer is trained to visually communicate what your brand stands for and will know the colours and fonts that add the psychological cues to make your audience feel a connection when they see your logo.
Before you get any further, consider the logos of your competitors. Aside from the fact that there are legal risks involved if you imitate the branding of another organisation, it is important to forge your own way and differentiate yourself from others in the market. No one likes a copycat!
At the beginning of the redesign process you may need to decide which type of logo will best represent your company. There are four main types of logo formats that you may consider:
Deciding which type of logo will best represent your brand is largely influenced by your business stage, industry, organisation name, values, brand positioning, target market and unique offering. For example, if your organisation has a long-winded name, then a wordmark logo may not deliver the impact you are after.
Colour plays a huge role in the perception of the services, value and personality of your brand. It has the unique capability of conveying a message or meaning without the use of words. Different colours can evoke different psychological responses from people. For this reason, a graphic designer is invaluable. A good designer will have an understanding of colour psychology and can make informed, strategic decisions for your brand.
Similar to colour, fonts can also trigger different emotional responses. Think about what you want to convey about your brand when choosing the style of font to use.
For example, if you are an investment and advisory firm you should be conveying honourability, strength and integrity. Consider using a simple, straightforward, bold font - free of fancy flare. On the other hand, if you are a children's party organiser you may choose a more whimsical and flourished font that conveys fun, imagination and youthfulness.
Feel like it's about time your logo had a makeover? Your brand is a powerful business asset. Fine tuning and improving it can help you achieve more, attract more leads and enter more markets to grow your business.
Whether it's updating your logo or correcting and refreshing your marketing collateral, our professional team of strategists and graphic designers are happy to help.