Is it time to upgrade my business logo?

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When it comes to branding, a logo is one of the most recognizable aspects of your business. It plays an integral part in both business identity and marketing. Hence, a logo must always appeal to both current and potential customers.

However, change is constant. As your business evolves, there may be a need to update your visual identity. In this post, we will be taking a look at some signs that indicate that it is time to update your brand’s logo to capture a new audience, bring new energy, and match your company’s values.

You Designed the Logo Yourself, and It’s Not Doing Too Great

Many entrepreneurs make the mistake of trying to do most things for themselves in the early days when there is a need to keep costs down. Some go as far as designing their business logo themselves (with suggestions from family and friends) since they feel it can be created cheaply through different apps.
While there are chances that you can design a good logo, it is always better to hire a professional to do it. They will be able to ensure high-quality, non-pixelated image files for both print and online, along with customized black and white and grayscale options, custom social media versions of your logo, stacked and horizontal options, and more.

If you did your logo with no help and find it is not resonating with your audience, it is time to update it. Here are some signs it might be time to bite the bullet and hire a professional to design an appropriate logo for you.

Your Logo Looks So Much like Others

If your logo looks too generic, it is unlikely that people will identify and associate it with your brand. You need a unique identity that appeals to the audience with whom you are trying to connect. A unique logo will be memorable and ensure that your brand doesn’t get lost in the swamp of logos online or on the road. Often app or website logo creator tools use the same templates with similar visual elements. These elements are bound to repeat.

In one week, I interacted with all these companies. Do you notice anything similar about them? Unfortunately, I associate all roof logos to Tar Heel since their trucks are everywhere.

Your Logo Looks Too Complex

A highly complicated logo with lots of bells, whistles, and visual elements will discourage some searchers from looking into your brand. People generally want to identify with things that are simple, clean, and attractive. If you feel that the logo is too complicated for your brand, consider updating it to less involved and more memorable. 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 what the visuals are, it’s time to update.

Your Logo Looks Dated

Many logos designed a few decades ago are already showing their age. 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 you do have a logo that was created several years ago, now may be the right time to give it an energized face-lift. The revamp may not be too pronounced or dramatic either. A recreation of your current logo with the latest graphic design software may do the trick to clean it up and put some new energy into an otherwise recognized and established brand!

Consider Apple’s progression. This well-known brand has gone through numerous rebrands and logo redesigns, yet we still recognize all the logos with the same company.

It Appears Your Logo Does Not Represent Your Brand

Your logo conveys your overall business identity. It should represent your brand in the mind of your audience by appearance alone, and it needs to do this efficiently. If overtime you feel this imagery no longer serves your brand, an update is necessary. Ensure that you convey your vision to the designer before the project starts. Describe your previous values, mission, and audience, and then elaborate on the new—or updated—you. You can always ask your designer for modifications until you are satisfied that the new logo fits your new vision.

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. Some logos were intended mainly for prints and websites viewed on desktop computers. Such logos may not look extremely well on smartphones and tablets. If you can see that your logo is not doing so well on some devices, go for an update immediately. Remember that most people access the internet through mobile devices. Your logo must look clean and crisp across all devices.

You Are Trying To Connect With a New Audience

Furthermore, updating your logo makes your business or brand more appealing to potential customers and target audience. Consider a “Relaunch” or “Rebrand” Party. Invite previous and current clients and encourage them to bring business acquaintances. Contact local news sources for publicity. Announce on Facebook. These methods are great for reintroducing your brand under its new identity. Thus, if you are trying to connect with a new audience, consider updating your logo.

You Have Recently Changed Your Business Model or Strategy

If you change your business model or strategy, it may become necessary to update your logo too. If, for instance, you have decided to focus your services on a particular niche in your industry, it may be necessary to get a new logo that indicates the new focus. You should also consider updating your logo if you are expanding to a new market.

For example, if you initially started as a general insurance agency but have narrowed your services down exclusively to RVs and campers, the home or car logo, you had should be changed to convey the camper.

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.

Reimagine your logo with Harford Designs

When it comes to the face of your company, stand proudly behind a logo you absolutely love!

To get started on your redesign, give us a call at 410-855-4499 or email


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