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What does changing your logo mean for your brand?

A strong logo can have a huge impact on your business.

It’s likely that your logo will need to evolve with the evolution of your company. This is particularly true for businesses that have been established for some time. A logo created in the 1970s is probably not going to grab the attention of your target audience in 2021, for example.

There are lots of other great reasons to dust your logo off and think about giving it a makeover.

A logo redesign may seem daunting and may not even be at the top of your priority list, but making the commitment to breathe new life into such a prominent part of your business can pay off significantly.

In this blog, we’ll explore whether you should think about a logo refresh and what changing your logo might mean for your brand.

To work out whether your logo might need a refresh, think about the following questions:


  1. Has your business evolved, expanded, or changed?

As previously mentioned, your business – and brand – will probably evolve over time. Whether your brand values, your tone of voice, the products or services you offer, or your outlook changes, your logo needs to reflect everything that your business is today.

If your business has expanded or changed in any way, it may be time to consider changing your logo, too.

For example, Domino’s recent logo refresh was designed to show that they sell more than pizza – and that they have added a wide range of products to the menu.


  1. Do you have new competition?

With the internet and consumer behaviours changing, there are so many new companies, brands, and businesses coming onto the scene in every market and sector.

For many businesses, this might be a bit of a shock to the system. You might have been the best – or the main offering – in your industry, but now you suddenly have a lot of serious competition.

Whilst this can be intimidating, the solution is simply to adapt and overcome by showing your target audience that you’re modern and up-to-date.

What’s more, it will show that you’re not being ‘left behind’ by your competitors and that your products and services are worthy of consideration.


  1. Are you targeting a new audience?

Having an established customer base is fantastic, but you might be looking to grow your business even more by targeting more audiences.

A logo redesign might be a great way to start appealing to more audiences whilst still retaining your existing customer base. The key here is to update your logo instead of changing it completely.


  1. Is your logo dated?

This might be the most simple and obvious question, but it’s arguably one of the most important.

If your business has been running for a long time, it’s likely that your logo was designed according to design tastes and technology at the time. The aesthetic might be tired, and the design is probably not compatible with all the devices that will be delivering your branding and your logo to potential customers, such as mobiles, tablets, and high-resolution computer screens.

A logo refresh can sharpen up your logo and get it looking tis best on your customers’ screens.

For example, look how different brand’s logos change to fit different screens responsively:


What does changing your logo mean for your business?

If you’ve answered yes to any of the above questions, it might be time to refresh your logo.

Firstly, fully changing your logo (to the extent that it’s unrecognisable) might be a dramatic approach. It might mean that your established customers don’t recognise your brand anymore and dissuade them from buying from you again.

Refreshing your logo is a far less dramatic approach. Think of it like a makeover for your logo that works with all the design elements that are already in place such as your colour palette and general logo design. A designer might make small but important improvements, such as streamlining the overall design or tweaking the messaging.

A good example of this is MasterCard’s 2016 logo update. Mastercard kept its signature circles and colours, but simply updating its typography and streamlined the design to look and feel more modern.

Similarly, we recently refreshed our branding, going from Bigwave media to Bigwave marketing – or Bigwave for short. Our new branding includes an updated logo and name, which will make our brand clearer and more prominent. The updates reflect the evolution of our company from its creation, and our ongoing commitment to enable both our own and our clients’ success.

As a marketing agency with expertise in a wide range of services, we knew that ‘Bigwave media’ didn’t quite convey everything we do. We wanted to highlight our excellent marketing, creative, web, and business development teams by adopting a more inclusive name.

While our name and imagery might be changing a little, our core beliefs haven’t changed. Our excellent, creative, and fun service that our clients are used to will be just the same – or even better.


Looking to redesign and refresh your logo?

Our team of branding experts are here to help make your logo the best it can be. Get in touch today to find out more and to get a free quote.

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