ANDREW BACKHOUSE
The big question you must ask yourself before diving into a logo update is - evolution or revolution? It is important to choose a pathway that best suits the objectives of your logo rebrand.
Just like people, a company will grow, change and transform over time. This natural progression is necessary for your business to stay at the forefront of the latest industry advancements and to better position yourself in the ever-changing minds of your consumers. No brand should ever be left static. This is especially true when it comes to your logo.
If you have an invested interest in the existing logo, be this sentimental or a brand investment, then you may not quite want a fresh start. A logo refinement will take the elements of your existing logo and drag it in to this year.
This is Logo Evolution. An evolution, or refinement, generally involves slight modifications to components of your existing logo to keep it fresh, contemporary and visually appealing. It is often the safer option if you are already content with some aspects of your logo and do not wish to lose the brand equity or brand awareness that you have worked so hard to build.
A corporate logo design needs to be versatile, and a versatile logo will almost always be simple. Also, If you take a look at the evolution of famous logo designs you will see that the identity has been strengthened by simplifying.
The big question you must ask yourself before diving into a logo update is - evolution or revolution? It is important to choose a pathway that best suits the objectives of your logo rebrand.
A Logo Revolution, or redesign, can be compared to starting out with a blank canvas. If you are dissatisfied with the logo of your existing brand and want to start again with a complete redesign to present yourself in a new market or industry, then this may be preferred path.
Truly great logos are instantly recognisable and leave a lasting impression (think Apple or Nike). Whilst the key elements of your logo may change, it must still evolve over time to remain relevant and contemporary, particularly if you are in a highly competitive market.
With this option, you will have the option to have your Stationery designed with the logo in mind, by the logo designer.