Logo redesign - logo, but when?

The logo is the longest-lasting communication element - and yet it should be refreshed or completely renewed from time to time. A logo is an important statement about the brand. It is the basis for corporate design and marketing communication. Do you want to appear likeable, trustworthy or fresh and revolutionary? Your logo should express your company's core values.

Markets and brands are changing

But nothing is set in stone. Values and messages can change over time. Whereas energy companies used to literally stand for power, today they prefer to position themselves through sustainability. Such changes should be reflected in the logo.

The technical aspect should not be ignored either. Does the majority of your communication take place on digital channels? Then you could consider animating your logo, for example.

Why companies don't change their logo

It is often a matter of habit or fear. The long-standing SME owner sees no reason for a change or nobody dares to suggest a new direction to the owner.

Our tip: Think from today's perspective and be uncompromising. What values do you want to communicate to your target groups in the coming years and how do you do this most clearly? The more clearly you position yourself on the market and differentiate yourself from your competitors, the more clearly you will be perceived.

When do you need a new logo?

The right time is right now - if the current logo no longer properly represents your company. It is also quite possible to revise your logo frequently - Google has "renewed" itself seven times in the last 20 years.

Ask yourself the following questions:

• Does your logo feel dusty?
• Have you recently merged or taken over a company?
• Has your company been given a new name or a new claim?
• Have you realigned yourself or defined new corporate values?
• Has your offering or target group changed?
• Having trouble applying your logo digitally?

If you answer yes to any of these questions, you should update your logo. We can tell you that with a clear conscience - after all, we have changed our logo a total of three times since our foundation in 2005.

At the beginning, as a new agency, we wanted to appear both dynamic and grounded at the same time. So we decided on the color brown. After we had successfully ignited the rocket, we realized that an eye-catching coat of paint would position us better in the advertising universe. So we decided on the color pink. Later, we shifted up a gear and made the logo even more striking.