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that ’ s your business cards , uniforms , invoices or your website .
HOW DO YOU KNOW IT ’ S TIME FOR A LOGO REFRESH ? It ’ s not uncommon for businesses to refresh their logos . However , before you do it ’ s important to ask yourself a couple of questions to help you understand whether now is the right time .
Has your business expanded or evolved , for example by introducing a new line of products , new headquarters or a larger team ? Are you still speaking to the same customers as when you started out , or do you want to appeal to a new , broader audience ? Do you have new competition in your field that ’ s raising the industry standard ? And finally , is your logo simply outdated and tired looking ?
Tilley says , “ If you answer yes to one or more of those questions , it may indeed be time to revamp your logo .”
WHAT ’ S THE BEST WAY TO TEST A LOGO ? To ensure your logo is hitting the right note , it can be helpful to speak directly to a small section of your customers . But , rather than asking them what they like or dislike about it ( as everyone ’ s tastes are subjective !), ask more specific questions that help you evaluate whether or not it is effectively communicating the right messages about your brand .
Some questions you can ask include , how does this logo make you feel ? What would you expect from a business with this logo ? Who do you think this business ’ s ideal customer is ? Does this design feel aspirational / authoritative / playful / serious to you ?
“ These types of questions will be much more helpful in letting you discern whether your logo mirrors your brand personality and values , if it accurately reflects your services and your customers , and of course , if it is memorable ,” says Tilley . n
ANY TIPS ON GETTING YOUR LOGO RIGHT ?
Making sure you get the right logo can feel overwhelming , but luckily there ’ s a handful of logo design principles you can follow to help you along the way . Here ’ s Shane Tilley ’ s top five design tips .
1
Keep it simple .
Simplicity is key for a memorable and useful , printable logo . An uncomplicated logo will stand the test of time and will be easy to work with .
2
Be original . Avoid generic logos if you can . That ’ s not to say you can ’ t use the trusty lightbulb , plug or lightning bolt , but it needs to be different enough to attract your customers ’ attention and memorable enough to stick in their minds .
3
Look for timelessness . A great logo is one that can stand the test of time and grow alongside you as a business . While tapping into
logo design trends is an excellent way to help you stand out , they should be applied with care to ensure you don ’ t look outdated in a year .
4
Adaptability and scalability . From billboards to vehicles , uniforms to business cards , your logo needs to be versatile to ensure it looks good and remains legible at all times , wherever potential and existing customers encounter it .
5
Quality is key . Your logo carries a lot of responsibility so don ’ t settle . This is your brand you ’ re investing in , it ’ s not the place to sacrifice quality just to save a few bucks !
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