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under constructionSo it's time to tackle a logo redesign - congrats! Don't have the slightest idea where to start? GYRE Marketing has you covered. Here are a couple things you can do ahead of time to get the most out of your logo redesign project.

 

Determine Your Decisionmakers

Logo choice by committee can be hard, but it's a reality for a lot of businesses. Logos are an important part of a business' brand identity, and many internal stakeholders have an interest in the design of a new logo. Even if youreIf you have to pull together a group for designing and approving a logo redesign, some stakeholders to consider:

  • marketing managers
  • brand managers
  • product managers
  • graphic designers
  • CEO/CMO

Who to include is a tough decision, but you want to include people familiar with the product/service, the audience(s), and the mechanics/psychology of branding and design. And while reaching a consensus in a committee-based logo decision is sometimes difficult, having input from multiple sets of eyes and brains does help identify and alleviate potential conflicts or issues!

Decide How Far You Want to Go

Logo use and placement can sometimes be incredibly broad - everything from packaging to clothing to outdoor advertising. Think ahead to possible uses of your logo, and how some parts of your logo (small design elements, color changes/fades, etc) may not work in every application. Knowing your marketing channels is helpful at this stage. For instance, if you do a lot of newsprint advertising, having a black and white version of your logo can be very important. If you do mostly digital production, you can get away with a lot of color transitions, while those same color transitions will be costly if you do a lot of embroidery or screen printing on things like trade show promotional materials, hats or clothing. If billboard advertising is a big part of your marketing mix, you might want to avoid logos with a lot of small design elements or fine details.

Thinking abourt these things ahead of time can help you determine a direction for your design efforts, and keep you from encountering the need for design changes that cost both time and money.

Take a Critical Look at Your Existing Logo

When you go through the process mentioned above and find the channels and uses for your logo, you can then cast a critical eye toward your existing logo. What parts of that existing logo work well? What parts don't? Are there parts that no longer align with your overall brand? For instance, you may have an embedded industrial meaning within your logo for a line of business in which your company is no longer involved. Is there a way to remove or modify that embedded meaning, leave the core logo elements in place, and develop a logo redesign that's similar to what you had before? 

Industrial Design Logo

As an example, perhaps the company above started as a standard wood-frame design-build construction company, but as their company grew and their capabilities changed, they found they were going more steel-frame and concrete construction than wood-frame. That makes the hammer portion of their logo less compelling and on-brand than it previously was. They could opt to change the bottom yellow portion of the logo to a triangular silver quick square, a visual that still implies design-build construction, but without a huge overhaul to a logo that's already familiar to their audiences.

Read Up on Color Psychology

Color psychology plays a big role in marketing, and in logo design in particular. Having a good baseline understanding of color psychology will help you select colors and palettes that align with your organization's brand identity, and increase your brand awareness with your target audiences. Also, understanding the negative connotations of certain color choices in relationship to certain industries or organizational functions means you won't end up with a logo redesign flop right out of the gate!

Find a Few Logos You Love

Finding logos you love can help identify common design or color thread that resonate with you. You could find you like simplistic, impactful, single-color designs. Or you could find out you like designs with embedded industrial meaning. Or maybe designs with certain shapes or backgrounds. Knowing what you like is a good first step toward a logo redesign! 

Find a Few Logos You HATE

And just like you need to find logos you love, you also need to find logos you hate! Identifying logos on the opposite side of the spectrum helps you rule things out, which is just as helpful!

 

Going through a logo redesign is never easy, but just like any project, a little preparation goes a long way! If you have questions, or want to talk through a logo redesign project, contact GYRE Marketing today!