A logo change is one of the riskiest marketing endeavors businesses both large and small can undertake. The end result rarely goes unnoticed and is often categorized as either a huge hit or a big miss. Netflix is the latest victim of a logo change gone wrong. After recently transitioning their recognizable red logo to a red-on-white design, they have bared the brunt of their user’s discontent. Some have deemed the new logo “uncomfortable” while others have taken to Twitter touting the design as “ugly.” Like an acrobat walking a tight rope, a logo change can either garner a huge round of applause or end with devastating results.
When Change is Necessary – There is no magic timing for a logo change. There are though some telltale signs that a fresh new look may be in order. One clear indicator is a logo that seems dated or out of touch with today’s consumers. Also businesses that have undergone major changes to the products or services they offer may find that their current graphic designs don’t clearly represent their new niche.
Minor Tweaks or a Complete Makeover – When considering a logo transformation, marketing teams must determine if their needs warrant only minor adjustments to the current design or a complete overhaul. Making an impact is important but you also don’t want to unnecessarily confuse your customers. While a few adjustments may go virtually unnoticed, a major change should be brought to the public’s attention through social media announcements and an informative press release.
Hazards to Avoid – While no two business are alike, there are some common pitfalls to avoid when undergoing a logo change. One common mistake is to choose a new design that is too trendy. While it may be tempting to gravitate to the latest styles, timeless designs are your best bet. Also take time to research and “test-out” options prior to committing. It is hard to undo a bad design once it is plastered all over a company’s website and marketing materials.
A logo change is a huge undertaken for any business. If your company is in need of a graphic design revamp trust a professional with experience in the field. As one of Chicago’s leading marketing and graphic design firms, Grand Marketing Solutions can help manage your brand using proven strategies for success.