Let’s face it, we’re all growing old. At some point you’re going to stand in the mirror, press your palms to your cheeks, and count the seconds it takes to pull back all the wrinkles. One of the fortunate things about being human is that aging is acceptable. When it comes to your brand, however, I suggest heading to the nearest graphic surgeon at the onset of wrinkles!
Let me explain-
Some examples of a brand’s “wrinkles”:
-A change in your mission statement, objective, and/or color scheme
-A disconnect between your image and the services you provide
-Your image doesn’t relate to the interests of your target clientele
-Your logo hasn’t changed in the last 10 years
To be clear, revamping your brand image isn’t just about making changes but the strategy and message behind it. If you elaborate your mission statement your logo needs to be updated as well. If your target consumer base is young stay away from dark colors like gray and uppercase font. And if your competitors have all gotten facelifts it may be time to consider a little botox yourself.
In a few industries like legal services, where the logo doesn’t necessarily represent the work, it’s almost safe to say re-branding isn’t necessary.
But when your business is entertainment, food, fashion, or if you’re a start-up, revamping your image should be apart of your constant #smartbrand evolution. These industries change everyday and therefore you brand identity should be ready to follow suit.
Establishing a brand image is all trial and error. We try our best to create the right identity but it doesn’t always work out the first time around. My advice for anyone considering a logo redesign is to stick to a simple or minimalistic look, limit yourself to 2-3 color palettes, and make the most of white space.
This blog post was originally posted on our other website.