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.