7 Keys to Redesigning Your Logo


1. Updating your logo, means updating it everywhere. Not only is this a big expense, but it’s a major undertaking of time as well. Every piece of material or web page online that represents your company has to be updated. My company recently did a logo change and we had over different 300 pages and downloads on our website alone to update. It took several weeks of labor and lots of staff and website programmer time and expense. If you’re not ready to make this commitment, don’t undertake this project.

2. Simple is good. Complicated designs can be difficult for consumers to understand, especially in today’s multicultural (and not all English speaking) society. Basic, easy to understand designs not only help with your brand recognition and awareness, but can also be easier from a practicality standpoint when it comes to things like having your logo embroidered on a golf shirt.

3. Spend time considering what your logo should communicate and the meaning behind it. My company was named after a world famous racehorse. Dexter was known for his majesty, grace and lighting speed, and the Dexter Laundry logo was also modeled after this proud thoroughbred to symbolize the quality, reliability and pride of workmanship built into every Dexter product.

4. Make sure your logo means the same thing to other cultures. While your logo and colors might mean one thing to a USA Caucasian audience, does it mean something totally different to immigrant populations? It could very well have a totally different meaning. Sometimes this meaning can be a great thing, for example the horse in my company’s logo is extremely beneficial to marketing to our Chinese customers whose culture reveres horses, but sometimes the meanings can have adverse effects. Especially if you deal a great deal with different ethnic groups or on an international basis, it might be worth the time to make sure your logo means what it should mean — to everyone.

5. Multiple colors mean multiple expenses. While a colorful logo might look cool and seem eye catching, it’s also important to consider the practicality of the design. For every additional color you have in your logo, there is additional expense every time you reproduce that logo whether it’s on a business card, t-shirt, brochure, sign, packaging or whatever. Every printer or production company will have additional charges for the additional colors.

6. You need a plan on how to use the logo properly. Plan on multiple variations of your logo depending on usage, background color, etc. What will your logo look like on a white background, on a colored or black background? Is changing your logo colors allowed? Business owners should work with their designer to create brand guidelines or rules to dictate what is correct or incorrect usage of the new logo.

7. Have different versions of your logo for different uses. If your logo is multiple colors, have your designer create a b&w version or one-color version that can be used where needed such as a black imprint on a white t-shirt because there will be times where practicality or budget doesn’t allow for the multiple colors. You’ll also probably need one version of your logo for white or light colored backgrounds and another for dark backgrounds. You’ll also want to have the designer create vector eps, jpg, and png files of your logos for you. The vector eps files are needed for signs and graphic design. The jpg files are needed for websites, and png files can be used in Microsoft office applications such as Word and Powerpoint.. You may not use all of these files now, but you will need them….eventually.

Special thanks to Kim Ritter, Marketing Manager, Dexter Laundry, Inc.

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