A company’s logo is a recognition tool for the public to link their services or products to the company. In other words, it is part of a company’s branding. Without such branding, the public will not be able to differentiate between companies, and therefore unable to expect a certain standard or quality from the company which they interact with.
A logo, if designed effectively, can bring to people’s mind the unique selling proposition of an organization, which inevitably promotes the company on a subconscious level.
Shapes, colours, typographies are very attached to a specific contemporanean time. It is part of the organisations reputation to keep updated their branding. Above we can find few examples of how companies have changed over the years, decades and even a century.
There is not a written rule on when or why to make a design changement on your logo. Most of the time it has an important meaning behind those changes, like a new era, new products, new audience… Those changes will be reflected on the main visuals of the company.
Not always the changes have to be small. In this example we have redesigned a poker online dealer logo.
The previous logo (on the left) had an old style that could perfectly work long time ago, but now it’s clashing with their current competitors. The original version had more realistic iconography and a serif font applied. We kept the main concept of the poker chip but we updated it with a more minimalistic one. The typography also has been changed with a sans serif and bolder one delivering a stronger brand feeling. A new palette of colours have been created and applied to all elements of the visual identity.
A simply and quick health check for your branding:
- Are the colours used according to your industry standards?
- Are your colours very similar to your competitors?
- Is the tipography making your logo too old feeling? (unless you are looking for the vintage touch of course!)
- Does your logo work on a very little scale ? (i.e. mobile phones icons?)
- Does your logo work on a black and white version?