A logo redesign is a good way to reinvent a brand, but it's also a risky move, because branding changes can alienate consumers as well as attract new ones.
If you try to keep up with the current trends, you could find yourself in the same situation clothing retailer Gap did in 2010, when a logo redesign led to negative comments from customers and industry analysts alike.
So, how do you determine when it's time to redesign your logo? Keep reading to see if you're rebranding for the right reasons!
#1: You're Updating Your Company Look
Maybe during your initial logo design process, you didn't think about longevity. Designing your logo based on current trends can leave it looking dated and slightly amateur, especially as it ages. If your corporate identity feels dated, it may be a good time to consider a redesign.
Think about the original Pepsi logo that launched in 1898. Can you imagine that logo being the current brand today? Whether your initial branding process fell short or your logo has simply been around for too long, be sure to follow The Secret Sauce for a Good Logo Design to cook up a winning replacement.
#2: Your Buyer Personas Have Changed
Knowing your buyer persona before starting your initial branding process is essential, because it's that research that helps you understand what will attract and appeal to your ideal customer or client. Over time, your company may offer additional products and services, or change your core focus based on the response from your customers.
With these changes, your buyer personas will change too. If your audience changes, change with them; just be careful not to change your branding too frequently, or your leads and customers may get confused about who you are.
#3: The Company Name Has Changed
Company mergers or even rapid growth can also be a good reason to rebranding. Whether your company name has changed or you're adding additional brands under the company umbrella, a new logo and other branding changes can create a cohesive new identity that reflects your current brand.
How you handle this new identity is an important strategic decision, so I'll leave that to you. Just remember that a good logo design represents your company and what your company stands for.
#4: Your Reputation Has Taken a Hit
In some cases, a scandal or PR disaster makes it nearly impossible to recover with your current company name and/or branding. A rebrand may be your only way to recover, but it can't be a simple change of logo or even company name; it has to be accompanied by a culture change and a real effort to rebuild trust. You can't avoid your scandal, but you can take serious measures to course-correct and begin building a new reputation based on those efforts.
What Not to Do
Don't redesign your logo just to keep up with current trends. Remember the Gap disaster? The company tried to change its image to appeal to a younger audience, but they ended up alienating their core customers and had to change it back. Don't be Gap—if you reinvent your brand to breathe new life into the company, do it for the right reasons.
Before you rebrand, make sure you know who you're rebranding for: your buyer persona.