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

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

As your financial business evolves (perhaps a change of owners, leadership, expertise, or regional expansion) you might find that your logo needs to evolve, too, in order to capture a new audience, bring new energy, and match your company’s values.

In this post, we will discuss the signs that it’s time to update your brand’s 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.”

Many new entrepreneurs try to keep costs down in the beginning of their business by tackling design tasks themselves. While there are many things you can DIY in business, graphic design is not one of them!

You can create a logo with an online app for free or at a very low cost.

However, these apps don’t measure up to the tools and expertise that a professional graphic designer can offer, and you may begin to see repetition in design elements from your competition.

Not only can a professional create a high-quality design, but they understand the nuances of your financial marketing to design a logo that will grab 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.

Within the span of a week, we interacted with 3 real estate companies that had very similar shape and color. None of the designs are unique.

3. Your Logo is Too Complicated

People generally want to identify with things that are simple, clean, and attractive.

If your logo is too complicated for your financial business, consider updating it to be less involved and more memorable—less is best.

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.

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 you have a logo that was created several years ago, now may be the right time to give it an energized face-lift.

A subtle reimagination of your current logo with the latest graphic design software may be all you need to put some new energy 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, the 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.

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.

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.

7. You Are Trying To Connect With a New Audience

Updating your logo makes your financial business more appealing to a fresh audience.

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 about 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 an retirement specialist but now want to shift to all forms of investment consulting, 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 you’re ready to upgrade your logo, give Harford Designs a call or schedule an consultation!

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

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

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