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5 Tips for Logo Redesign

Did you notice when Dunkin’ Donuts unveiled its new logo? Instead of the iconic “Dunkin’ Donuts,” with “America Runs on Dunkin” below, it has gone simple: Dunkin’. Why? With competitors like Starbucks seeing lines all day long, Dunkin’ wanted its customers to see it as a destination at any time of the day, too. The logo update was a part of a critical rebranding.

Does your logo need a refresh? If so, here are five critical factors to consider when undergoing a redesign.

1. Ease of recognition. Make sure that your logo is easily recognized. When possible, retain enough elements from the previous logo to help people make the transition. Unless your logo is horrible to begin with, think “update,” not “overhaul.”

2. Representation of your mission. Just because something looks cool doesn’t mean it’s a good logo. Make sure the new look represents the heart of your brand. If you are a summer fun destination in Ohio, make your water graphics look like rivers or lakes, not ocean beaches. If you’re an edgy clothing company, don’t choose a classic font like Garamond or Helvetica. Try something newer, like Azonix or Odachi.

3. Ease of resizing. Part of smart logo design is its ability to maintain consistency across channels, so think about a logo that can be easily translated across print and digital. This includes sizing. Your logo may appear on media as large as a billboard or as small as a mobile screen. Simple, graphic-based logos can easily be adapted without losing quality.

4. Optimum color conversion. Your logo will appear in lots of places, and not all of them in color. Consider how your logo will appear in two-color or black-and-white (or create secondary versions for).

5. Keeping it fresh. No matter how professionally designed, logos age. Color trends change. Typefaces go in and out of favor. Keep your logo fresh and relevant. Research current logo trends, and stay away from those that say, “so last decade.”

Getting the right logo is critical. If it’s time to refresh yours, you may not want to go it alone. Our talented graphic design staff will be happy to help.

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