Written by ©2014 Elevate Creative LLC.
It’s always interesting to go back through a company’s history and to check out their evolution of their logo, and it’s even better when those logos effectively convey the message of their companies and serve to promote them on a subconscious level.
Preferred styles and aesthetics change overtime, often following dynamic shifts in design and flair that can trickle down from innovative print ads and design firms to be incorporated on a large-scale level. Consumers see dozens of logos everyday, whether online, in stores, or while driving down the street on storefronts and billboards. Adapting to the times and updating your business’ logo is very important if you want to keep the consumers you have, and gain new patrons as well. Hey, even the big players do it. (Looking at you, Starbucks.)
Though the thought of redesigning your company’s logo can be stressful—after all you don’t want to displace or confuse your current client base, and you don’t want to hit the wrong mark with a sloppy logo redesign. Isn’t that right, Gap…?
Let’s take a look a 5 easy ways to refresh your old logo.
Tip #1 : Color matching. If you’re looking to completely revamp your logo’s look, utilizing a color from your original logo may help keep your brand recognizable but still allow you to spruce up some of its other more outdated elements. For example, Nestle’s KitKat candy bar logo has changed slightly over the years, becoming a bit more modern to appeal to today’s modern child. However, holding on to their signature orange has allowed KitKat to be more identifiable and can incite feelings of nostalgia in older consumers who’ve enjoyed their product for years.
Tip #2 : Use design elements from your old logo in your new logo. Similar to keeping with your logo’s old color, utilizing a design element – or at least an iteration of a design element – from a past logo can also serve to keep your brand distinct while giving it a refreshing look as well. Cisco Systems needed an overhaul in 2006 when they decided to rebrand their company. A major player in the technology market, Cisco (which also shortened it’s company’s name) took a more dated design that was “tech-y” in nature and utilized elements of it’s previous logo design, making a bolder statement that is updated and sleek.
Tip #3 : Revamp your outdated font. This is a biggy. Fonts are much more important than most could ever imagine. Did you know that Harvard offers a Master’s degree in typography? It’s true! There are entire documentaries devoted to single fonts! So to say that the implications of your logotype’s font can and will set precedents for your business, whether you want them to or not, is an understatement. While most large modern-day businesses utilize san serif, sleek fonts that are very easy to read, that’s not necessarily always the way to go depending on the message your company’s trying to send. But sometimes it’s the way to go. (Also, custom fonts that are sometimes confusing and hard to read are definite no-nos.)
Tip #4 : Modernizing your logo to fit new products/services or new consumers. Many companies evolve throughout the years to include new products and services that they may not have previously offered. Sometimes it’s necessary to adapt your logo to reflect those changes as well. Similarly, some companies gain new consumer markets, which sometimes calls for a rebranding. For example, Instagram, though a relatively new company, gained steam very quickly, with millions of people downloading their photo-editing app within a matter of months. However, their initial logotype contained a few elements that made it a bit hard for some people to read. In order to ensure that the masses be satiated, Instagram did a redesign that smoothed out their curves a bit and utilized a font that was more status quo.
Tip #5 : Simplify. This is always a staple when it comes to design of any kind, and Dieter Rams – a famous industrial designer – said “Good design is as little design as possible.” That notion seems especially true with logos, as they may need to be printed on ads, t-shirts, letterhead, etc. You don’t want something that’s too busy or confusing, and in today’s society where companies like Apple have made minimalism cool again, simplifying logos and their design elements has been a popular new direction for many businesses. Nike’s a good example of this. While the company’s first 1971 logo included their signature “check” with an italic logotype overlaid, a few iterations of that combination were made over the years as well. But now, after years of establishing their brand, the Nike “check” is all that’s needed to identify their presence.
Bonus Tip! #6 : If you would like experienced, creative professionals to redo your logo and give you that perfect look and feel that your brand deserves, contact us at Elevate Creative today for a FREE consultation and brand estimate. CONTACT
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