Is it time to break up with your logo?
By: Grace Cole
October 10, 2018 | Reading Time: 5 mins
October. The leaves are changing and the days are getting shorter. Halloween decorations are popping up in stores and you’re still nursing that turkey hangover. While the month is great for food, sports, and sweaters, it’s bad for one demographic: young couples.
The Turkey Dump is when college students return home for Thanksgiving and break up with their high school sweethearts and summer flames, often due to new relationships at school, long-distance, etc. It’s backed by Facebook statistics and it’s very real.
In honor of “Dumpsgiving” we’re talking breakups. Not from your significant other, but from your logo.
Let’s face it, your logo’s lost its luster. You’ve felt your eye wandering, looking at other logos. You’ve been unhappy for some time now, haven’t you? We understand how hard it can be to let go of something you’ve put so much time, effort, and money into. But we’re here to tell you that you deserve better. If any of the following symptoms apply to you and your brand, it’s time to get in the spirit of the Turkey Dump and cut ties.[/intro]
You’re embarrassed by it
We’ve all been there, a business card we once loved to show off at parties now feels embarrassing and better left at home. Some logos, like those of Nike, Coca-Cola or Apple can withstand the test of time, but few have been without the occasional makeover. If your logo is chalked full of harsh gradients, muted colours, and drop shadows, chances are you’re ready for a change. An out-of-style logo reflects poorly on your entire company. An outdated logo probably means your products and processes are outdated, too. Naturally, people will gravitate towards the ‘younger’, more put-together logos who’ve maintained their appearance,
If this sounds like your logo, you have two options. You can try to make it work—by giving it a simplified approach with modern fonts and refreshed colours. Alternatively, you can cut ties and start over with a new logo. We all have a “type”, so don’t worry if your new logo looks a little like the last one— we won’t judge.
It’s no longer communicating effectively
It’s no secret that effective communication is the key to a successful relationship. This notion applies to personal and professional relationships, even if that relationship is with your logo. As your business grows and evolves your logo needs to change with you. If your customers and employees are confused about what your logo is saying, it’s a sign that your business and brand have grown apart. If you want to stay together, your logo needs to keep pace with your growth. You need to stay on the same page and speak the same language. A logo that no longer communicates effectively has no place in your life. If your values aren’t aligned, it’s time for a clean break.
It’s not putting in the effort
Are you tired of feeling like the only one who’s trying? You’re pitching to all these great prospective clients just for your efforts to fall flat when they get a glimpse of your brand. Or should we say lack of brand? A logo created 20 years ago may not translate as well to digital as it once did in print. 97% of consumers use the internet to find local businesses as opposed to using the yellow pages. Having a brand that converts to both print and web will build a positive persona for your business. This strong brand recognition will give you a leg up on the competition, and help you seal the deal in your next meeting. So ask yourself the following questions to determine whether or not your logo is supporting your efforts or slacking off. After all, it takes 2 to tango.
- Can it be scaled up or down and remain readable?
- Does it translate well to black and white?
- Are there graphic elements you can pull from like an icon?
- Is it transferable to promotional materials like vehicle wraps, clothing, and other swag?
You’ve developed a wandering eye
If you’re finding other logos more appealing then your own, it’s time for a redesign. No if’s, and’s, or but’s about it! It’s important to recognize this feeling early on in it’s development so you can make the right decision and stay out of trouble—you don’t want to be sneaking around juggling two logos. Compare your logo to the field and analyze what you like about them. What makes them successful? What do they offer that you’re not getting? You’ve been through a lot with your logo. Before calling it quits, address where they’re falling short and give your logo the opportunity to fix things. It’s not too late to save your relationship.
You’re just different now
It happens, the goals and objectives you once had 5 years ago no longer align with your business today. This could mean your company has expanded or grown, added new products and services or changed direction entirely. Whatever the reason, you’re not the same company as you were when you and your logo got together. With these recent changes in mind, imagine your company 5 years from now, what does it look like? Are you still using your current logo? A successful logo represents the core of your business today, as well as where it’s going in the future.
You’ve heard it from your family and friends, and now you’ve heard it from us, too. Your logo is holding you back. You can’t get caught up in the memories, thinking about the good times you had. Visions of your first letterhead, your first business card, and your first sign. It’s time to experience new firsts with a new logo that’ll let you live your best life. You had a good run, but it’s time to get in the holiday spirit. It’s time to get to turkey dumping!