Recently, a few colleagues had asked me to critique their logo as each were considering “re-branding” their business and updating their look. I obliged and gave my input as to how they would function across different types of print mediums as well as the feeling and messages they delivered. Afterwards, I immediately asked each of them the question, “Why are you looking to update your identity?”

It’s natural to assess whether or not your visual identity needs an update, but valid reasons do NOT include:

a) I’m thinking it’s time for an update…
b) We’re tired of the original logo
c) Someone said they didn’t like it
d) We think it needs some color
e) We’ve been in business for 5+ years… time for something new.

Updating a logo isn’t as simple as adding color or changing the look. In doing so, you have to realize that there will be a significant investment required for all NEW marketing material (i.e. business cards, flyers, letterheads, envelopes, products, etc…).

Typically, any updates to a visual identity should correspond with any company/brand restructuring or growth. If you feel your visual identity (i.e. – logo, website, etc…) is not up to par with your brand, sit down and write down why you think that is. A good way to check to see if an update is needed, is to go through your business plan and/or marketing materials:

1) Re-Identify your company goals, services, and your target market. Have they changed drastically from when you first started?

2) How are your current marketing materials? When was the last time they were updated? Do they still reflect your business and its services?

3) Does your current identity provide a consistent message?

What’s tough about identity design (or logos in general) is that the visual identity is often looked at subjectively without knowledge of the feelings, emotions, and message(s) that your BRAND carries. Only personal experiences, tastes, and preferences will ever be considered. So when someone says your logo is boring, too masculine, outdated, and/or lacking color, don’t take it personally. Realize that they are simply critiquing a visual piece.

The services, experiences, interactions, and/or product that you provide coupled WITH your visual identity is what truly makes up your brand… How do your clients, vendors, and competitors view yours?