Joel Willis Logos, the visual representation of a company’s identity, are crucial for brand recognition. They often face the question, “How frequently should our logo be updated?”
Contrary to what one might expect, my veteran perspective advises against frequent changes. Instead, I suggest maintaining a consistent visual identity to support brand recognition.
The Implications of Logo Redesign
A logo redesign is often a complicated process. When executed meticulously, it can elevate your brand’s perception and positively impact your business performance. However, a poorly managed redesign can lead to customer confusion and potentially tarnish your reputation. Never change your logo merely because it no longer excites you. When it comes to personal style choices like hairstyles, change for the sake of change can be refreshing. However, the same logic should not be applied to your company’s identity.
The Shift Toward Homogeneity in Logo Design
Recently, logo designs have been progressively shifting towards homogeneous designs rather than unique ones – a trend labeled as ‘blanding’. This is especially noticeable with typographic logos, where the original logo employs unique typography, and the new design leans towards using similar, sans-serif, bold, and uppercase fonts.
This trend towards uniformity in logo design is often justified as an effort to attract a broader audience. Some attribute it to the impact of the Internet and social media, where simplicity and boldness are key for visibility across various platforms. And yet, some believe this shift is a result of our inherent tendency to blend in and avoid taking risks.
However, the quest to modernize does not necessitate losing the distinctiveness of a brand. For instance, consider the rebranding of the Yves Saint Laurent logo. The original logo was unique and memorable, while the new logo, though easier to read, seems to lack personality.
Reflecting on Logo Evolution
One brand that has succeeded in modernizing without losing its charm is Avon. While the latest logo is bolder, it has discarded the minimalistic sans-serif typeface and adopted a design reminiscent of their 1970s logo. This shows that revisiting past branding elements can often resonate positively with an audience due to our inherent love for familiarity.
Keeping the Familiar Alive
Maintaining familiar logo elements can pave the path to success. The evolution of the Dunkin’ Donuts logo exemplifies this point. The brand has gradually simplified its logo while retaining its distinctive orange and pink colors and soft, rounded fonts. This approach has empowered the brand to present a straightforward yet powerful logo, staying true to their core brand identity without confusing their audience.
Preserving the Past
Retaining a connection with the past can be advantageous, even when a logo requires significant changes. For example, the City of Oslo modernized its logo by simplifying the original, complex coat of arms, making it more readable in various formats and online applications.
Shortening the Name: Pros and Cons
Among professional service firms, there is a growing trend to shorten their names or abbreviate to initials. This strategy should be approached with caution, as the first step should always be listening. If people are already using a truncated version of your name in conversation, it may be beneficial to adopt this shortened version as your official brand name.
Recognizing the Time for Change
While there is no strict rules dictating when a logo should undergo an update, several indications suggest a need for reconsideration:
- Legibility issues when the logo is downsized or used on social platforms;
- An excess of logo variations, diluting the brand;
- A misalignment between the logo and the firm’s character.
Blanding: Main Takeaways
| Key Points | Details |
|---|---|
| Prevalence of Blanding | Recent trends show a shift towards homogenous logo designs or ‘blanding’. This results in logos looking similar, often employing bold, sans-serif, and uppercase fonts. |
| Risks of Frequent Changes | Changing a company logo too often can lead to confusion among the audience and potentially harm the brand’s reputation. Therefore, changes should be driven by necessity, not personal preferences or boredom with the current logo. |
| Modernization vs Differentiation | The trend towards modern, simplistic designs often leads to the loss of personality in logos. Brands need to balance between modernization and maintaining distinctiveness. |
| Importance of Familiarity | Brands can retain or revive elements from past logos that are familiar to customers, leading to a positive response. This strategy also maintains brand continuity. |
| Preserving Key Elements | Existing elements of a logo that have proven successful or recognizable shouldn’t be completely discarded during redesign. |
| Name Shortening | Shortening a brand name to initials or a single word is a trend, particularly among professional service firms. However, it should be done based on common usage and audience convenience, rather than arbitrarily. |
| Indications for Change | Redesign consideration can be triggered by legibility issues, an excessive number of logo variations, inflexibility in use, or misalignment between the logo and the firm’s character. |
| Caution against ‘Blanding’ | Embracing ‘blanding’ might make a logo modern and simple, but it could also make it generic. Brands should aim to preserve unique elements. |
Conclusion
In summary, a comprehensive logo redesign is not always the ideal solution. Retaining key elements from your current logo such as specific colors, design components, or fonts may prove more advantageous. Avoid jumping on the ‘blanding’ bandwagon and maintain the unique brand identity that helps you stand out from the crowd.