It is a well-known fact that brands have to evolve to keep their importance, which also applies to their logos. What was chic, hip, and witty in the 50s no longer works these days. If a brand wants to appear modern or innovative, it must regularly redesign its logo and adapt it to current standards. Logo evolution is essential for the survival of a successful brand.
Social Media is flooded with discussions and opinions about how logotypes should be improved through time. While some agree that redesigning a logo is a healthy and natural option for the brand, others argue that it is too abrasive and forced. Here lies the initiation of a new design wave – revamping.
Revamping is the latest buzzword among the design fellowship.
Now in the world, revamping a logo seems to have become a trend. However, whether this is the correct way to promote the brand or just a need to create a refreshed look is also a question worth considering. One thing clear is that the logo should maintain its recognizability for a certain period as an essential element of the brand.
Here are some things that separate revamping from the old-school, complete redesigning.
Leave the basic elements unchanged
It is important to note that revamping the logo design does not mean changing all the original logo elements. Before starting the design process, itself, designers must carefully research the market’s mental model, analyze current customer requirements and new market trends to find out which features are essential. Once the parts that need to be changed are determined, the process of revamping can begin.
Involve stakeholders and customer in the process
One common mistake that many logo designers make when revamping a logo is putting too much ego in their work. This can easily lead to rejection of the design draft, general confusion, and a need for many design versions. Instead of relying on a subjective opinion, it is important to communicate with customers and stakeholders and allow them to participate in the process. Involving the customers in the process can be made through research with focus groups, interviews, or surveys. Researches often include questions about the logo’s primary purpose, views on the existing logo and brand. Some stakeholders don’t like to intervene in the design work because they feel too bothered and cluttered with other responsibilities, so having solid soft skills and knowing how to communicate with them is vital.
Don’t overthink the design
Yes, this phrase is overused, but there is a reason behind it. Some designers believe that redesigning the logo will make the new logo deeper and sophisticated. Unfortunately, overthinking and adding more details to the original design doesn’t do the work. Logo designers often do this, and they fall into a loop of adding too many artistic features while forgetting the brand itself. If the original logo design is too complicated, it just needs to be streamlined.
Keep the familiar and recognizable elements
There are examples of a successful logo revamp, and the public does not even notice that a change has been made to the logo. For example, let’s take Mastercard and Visa; they only made slight changes to the original logo so that the new logo was readily accepted by customers and the public. Therefore, if you want the new version of the logo to transition smoothly, it is best to retain the key, recognizable elements.
Maintain the scalability of the logo design
The whole work is worth nothing if the logo is not scalable and tested. Whether it is a new logo design or just a revamp, the logo will be used in various media, and the size may be large or small. From the perspective of color, the logo’s design must also have a certain degree of visibility. Keep in mind that a large percentage of the population are color-blind, so you certainly don’t want to discriminate them.
Make it genuine
No matter what they say, the public just likes a simple logo. When the logo makes people lose interest in it, it may be because the redesigned logo fails its genuineness. Many customers hope that the revamped logo will convey a new emotion, so pay attention to bringing a fresh feeling.
Logo design does not necessarily need to be flat and minimal
The revamp of the logo requires a new face and many companies redesign the logo because it feels that the original logo is outdated. However, if there is no specific need to modernize the logo design, then the logo should be left just like it is. There are many classic logo designs on the market that still bring good results.
Don’t mess up the colors
If the logo has the color of the brand, don’t change the original color. And this can’t be stressed enough. The color of a logo is an essential visual recognition. Generally, people only tend to remember the color of the logo rather than text or icons. When designing a new logo, try to keep the logo colors as consistent as possible, and if it is indispensable to change it, try to choose similar colors. Of course, there are some exceptions to this rule, for example, Instagram. You remember the old Polaroid icon. But can you remember what was the primary color of the logo and the brand then? That’s exactly the reason why Instagram’s logo needed a redesign instead of a slight revamp.
Stick to the brand
A powerful reminder, you shouldn’t strip away the primary function of your logo. To avoid confusing your consumers, retain the essential visual elements of your brand. If the new version looks too different from your original logo, your brand may not be recognized by your target customers, which may run counter to your brand intent. After all, a logo strongly expresses what kind of brand you are and the values you represent. It has a massive impact on consumers’ perception of your company. Confusing your consumers and deviating from their expectations of you will only weaken your brand’s performance. It is firmly advised to use the exact color codes, shapes, symbols, and styles. You can add, delete some details, reshape or reposition your logo to make it more transparent.