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8 Reasons Why Your Logo Isn’t Resonating With Prospective Clients

Rebranding a large financial services company can be challenging, especially when there are innumerable internal structures, departments, board members, and directors with conflicting schedules and motives. Fortunately, for local or regional firms, a rebrand is not as daunting.

When branding for your advisory or lending firm, your logo can be one of the most recognizable aspects of your business (after your reputation of course). It plays an integral role in business identity and your marketing strategy. Therefore, your logo should always appeal to current and potential customers in your niche market.

As your financial business designer, Harford Designs helps evolve your messaging—perhaps after a change of owners or leadership, a merger, a shift in expertise, or regional expansion—to capture the audience you connect with the most and really, really want as clients. We help you deliver new energy through graphics and website design to match your company’s values.

Having worked in the financial realm of design and publishing since 2011, we are ready to walk you through the signs that it’s time to update your business logo.

Signs it’s Time to Upgrade Your Logo

Here are some telltale signs that it’s time to upgrade your logo:

1. You Initially Designed the Logo Yourself

One of the biggest mistakes we see in a financial branding design is too much “DIY” or something created on the cheap by some nameless guy on Fiverr.

Many new entrepreneurs try to keep costs down at the beginning of their business by tackling design tasks themselves, without having completed a brand analysis. The design simply “looks good”.

While there are many things you can DIY in business, logo design is not one of them.

After Fiverr, there are various online apps for free or at a very low cost that say they can help but, unfortunately, all look very rubber-stamped with intersecting abstract shapes.

These apps don’t measure up to the tools and expertise that a professional designer can offer—which includes developing a brand message and creating a marketing strategy for your niche. A professional aims to eliminate the repetition in design elements that distinguish you from your competition.

Not only can a professional create a high-quality design, but we understand the nuances of your financial marketing to design a logo that will grab your ideal client’s attention.

2. Your Logo Looks Similar to Others

If your logo looks too generic, it is unlikely that people will identify and associate it with your brand.

A unique logo will be memorable and ensure that your business stands out among the other financial companies in your area and online.

Often, app or website logo creator tools use the same templates with similar visual elements, which makes the elements bound to repeat. Or the logo is too literal and becomes cliche.

Wells Fargo & CIBC use almost the same colors and are contained within a box.
Within a week, we interacted with 3 real estate companies with similar shapes and colors. None of the designs are unique.
3 banks embody patriotism with red and blue. US Bank’s abstract shape is more reminiscent of an envelope and mail courier.

3. Your Logo is Too Complicated

People generally want to identify with things that are simple, clean, and attractive. They are subconscious elements your high-net-worth clientele will naturally gravitate towards.

If your logo is too complicated for your lending or consulting firm, consider updating it to be less involved and more memorable. Remember: less is best.

Additionally, keep in mind how the tiny details of your logo will look on-screen or printed, when small and enlarged. If you have to blow up a logo to see the nuances of an intricate design, it’s time to update.

4. Your Logo Looks Dated

Basic typefaces, poor colors, dated imagery. Depending on the technology used to create a logo, it is probable that the logo did not age well.

If your logo was created 10, 20, or even 30 years ago, now may be the right time to give it an energizing face-lift.

A subtle reimagination of your current logo with the latest graphic design software may be all you need to breathe new life into an otherwise established brand!

Harvest Investment Consultant’s previous logo prior to Harford Designs redesign.
Harvest Investment Consultant’s 2022 logo redesign by Harford Designs.

5. Your Logo Does Not Accurately Represent Your Brand

Your logo, colors, choice of typography, iconography, and imagery should communicate your brand in a single glance.

If you feel that your original imagery no longer does that, an update is necessary. Be sure to communicate your intentions with your designer–describe your previous values, mission, and audience, and then elaborate on your new—or updated—brand.

In trying to move beyond a tainted past, Wells Fargo rebrands their iconic stagecoach icon (2019).

6. Your Logo Does Not Look Great Across Different Devices

Depending on when and how your logo was designed, it may not be suitable for certain devices today.

For example, in the past, logos were formatted for desktop computers and print. Today, those old .jpg or .png logos might not translate well to smartphones and tablets without the original designer files that seem to magnify the slightest pixelation.

Remember that most people access the internet through their cell phones. If you see pixelation of your logo on mobile devices, go for an update immediately. Your logo must look clean and crisp across all devices for the tech-savvy clients you’re trying to attract.

7. You Are Trying To Connect With a New Audience

Updating your logo makes your financial business more appealing to a fresh audience who may not want to use “dad’s advisor”.

After updating, consider throwing a “relaunch” or “rebrand” party to invite previous and current clients and encourage them to bring business acquaintances for networking. This is a huge opportunity to reaffirm your commitment to your clients—in person!

Post the event on social media and contact local news outlets to create buzz. Press releases are never discouraged!

8. You Have Recently Changed Your Business Model or Strategy

If you change your business model or strategy, it may be necessary to update your logo, too.

For example, if you initially started as a retirement specialist but now want to shift to all forms of investment consulting for women in their 40s and 50s, you will need a new logo to appeal to your new audience and communicate your change in operations.

Knowing when it is time to refresh your logo can make all the difference for your financial business.


There you have it! Above are some signs that it is time to update your logo. Knowing when it is time to refresh can make all the difference for your business.

We have discussed the most important signs and hope this piece helps you make the right decisions to give your business the boost it needs.

Harford Designs Business Logos

Harford Designs is a financial branding agency that can help get your business on track for success. We are proud to offer logo redesign for businesses in the financial industry.

When ready to upgrade your logo, give Harford Designs a call or schedule a consultation!

Jessica Valis, CEO & Owner
Jessica Valis, CEO & Founder

Create first-class digital experiences your clients and investors will love to use.

From brand redesigns and website upgrades, all platforms are infused with UI/UX that is aligned with the latest marketing trends and is optimized for best results.

You get strategy building, targeted branding, and website design & development from a single agency.

From brand redesigns and website upgrades, all platforms are infused with UI/UX that is aligned with the latest marketing trends and is optimized for best results.

You get strategy building, targeted branding, and website design & development from a single agency.