Your client’s logo is the face of their business. Kelsey McKeon, writing for Visual Objects, says that, “Companies use their logos to help potential customers identify a business based on particular fonts, colors and designs… logos are integral to a brand identity for many businesses.” However, sometimes the first time around, your client may not have chosen the best design for their logo. How do you know when it’s time to suggest that a client should consider a new logo for the betterment of their business?
When Should Your Client Consider a New Logo?
A perfect opportunity for a new logo is when a company has changed its direction and/or its core offerings. What better time to consider a new logo than when there are changes to reflect? Another instance when a logo should be reconsidered is if the business’ original logo is not as tasteful as your client thought it was when first creating it. In a previous blog post, SalesFuel mentioned a case of an overly detailed logo for a funeral home. No one wants to see a logo with death-related images such as coffins or tombstones when they're already mourning the loss of a loved one. Logos for need-based businesses such as that should be refined and minimalistic, focusing on font instead of overly-descriptive images. Well thought out and designed logos can increase a company’s sales and/or brand loyalty among customers, both old and new.
Tips for Redesigning Logos
There are a few tips companies redesigning their logos should keep in mind. McKeon found that some brands that redesigned their logos last year flopped (such as Facebook changing its logo from all lowercase letters to all caps) while others’ redesigns were well-received. Lord & Taylor, for example redid their logo in 2019 and the change was well-received. The logo changed from the original slanted cursive spelling of the company name to a more modernized design with a font that is easier to read. The new logo also spotlighted the addition of a bright yellow color in the design. Overall, the design is more digitally friendly, which positively reflects the changing landscape of retail.
When should your client consider a new logo? Perhaps you should ask your clients if they have thought about how their customers are interacting with their brand. According to AudienceSCAN on AdMall by SalesFuel, 48.6% of American adults identify as E‑Commerce Shoppers, while only 21% say they’re E‑Commerce Avoiders. By looking up your client’s target audience profiles on AudienceSCAN, you can discover how each audience interacts with brands, as well as what motivates them to make purchases (such as wanting to make purchases that help them feel bold, relaxed, free, etc.). That information can assist in swaying a client who is considering a new logo design and, as a result, aid in boosting the client’s sales.