If you're thinking about redesigning your company logo, you might want to pump the brakes. We realize that might sound odd coming from a marketing agency that would LOVE to help your organization design a brand new, kick-a** logo. But Orange Otter Marketing is also in the business of doling out sound marketing advice and, if we’re being honest, you're probably better off sticking with the logo you’ve got.

 

Unless your logo is an aesthetic nightmare, offensive/problematic, or has become irrelevant due to a change in business strategy, you’d better have a good reason for changing it. And that reason should be something better than simply thinking it’s high time for an update or being tired of it. Brand recognition takes soooo long. To establish any kind of traction with your logo, company name, colors, and other corporate ID components, the world needs to be exposed to your marketing materials over and over and over again. So, just when your company is starting to get sick and tired of seeing that logo, everyone outside your company is likely just starting to recognize it!

 

BUT, if you absolutely MUST redesign your logo, the best time to do it is yesterday. Seriously, do it as soon as possible. Every day you waste is another day your current logo is out there gaining traction with your customers and potential customers. You’ll be spending enough time (and money!) not only designing a new logo, but also updating all of your materials - website, socials, business cards, signage, etc, etc, etc. It’s a pretty major undertaking. So, before you pull that trigger, make sure you’re doing it for the right reasons.

 

Another option to consider is simply tweaking your existing logo to freshen it up and make it feel more contemporary. Many companies with long established brands have done this to great success over the years. Take Starbucks for example. Their logo is different from when they started, but it’s been a slow evolution of small changes over the years that likely went unnoticed by most of their customers. It allowed them to stay current without sacrificing brand recognition. It’s like having your cake and eating it too! Your logo can retain the same basic shape and colors but maybe those colors are made bolder and the shape takes on a slightly 3D feel. We’re just spitballing here, but you get the point. To the outside world, your logo will still look and feel like you, but will have a subtle newness about it.

 

Logos are like the face of your organization, so think long and hard before deciding on a facelift. And, if your company does find it needs a new logo to better represent your culture or strategy, contact Orange Otter Marketing today!