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Logo Design For the Entrepreneur – New (Revolution) Or Redesign (Evolution)

Few brands enter adulthood with the same face they started life with. Financial pressure and budget constraints at the birth of a brand often do not allow the use of a professional designer. A friend or relative or some artist (most often with no skills except art as a subject at school) is given the task of creating a brand (designing a logo). Bad designers, personal taste and non-designer interference (“I want to show it to my wife/PA and ask for her opinion”) also cause mistakes along the way.

Uninteresting, rigid and dull shapes such as squares, circles and impractical long, thin horizontal or vertical formats are often a problem. The size of the name in relation to other graphic elements and paylines or slogan could be extraordinary. Taste, trends and fashions change, and so can the elements of your brand.

Type design in vogue 10 years ago may have fallen from grace later; one of the dangers of using types that have been overused and therefore tire and pass away. A classic type design or, better yet, a type designed for your brand is much better. It doesn’t date, is unique and gives your brand some insulation against mercurial fads.

There is nothing wrong with correcting and refining the visual elements to stay in line with the brand positioning, but do it in moderation. Develop your brand and position it for tomorrow to avoid unnecessary changes. Subtle changes are not easily noticed and a lift is sometimes welcomed, while a revolution could cost your brand its life.

Certainly, if the brand reflects an outdated image, the best time to update it is now. The longer you wait, the more it will cost, and the more you will speak with a forked tongue. But understand the cost implications.

Things have to be really terrible to justify a revolution; like a nuclear power plant that had a rapid reactivity excursion. Revolution is also bloody and expensive because you will have to start from the beginning, from scratch. Kill the old brand and create a new brand. That means spending all that money, time and effort again, and then some more. This all done while your competitor is taking advantage of your self-imposed handicap. Do you remember Lenin and Stalin? Be warned, you may be a victim of your own revolution.

If it ain’t broke, don’t fix it. I’ve seen perfectly good brand names (logo designs) changed for no good reason or simply because of personal dislikes. This leads to rape: some smart marketing executive rapes the brand to show its value and justify its extra profits. Get a second and third and fourth opinion from a reputable design specialist before you change, otherwise change the marketing executive. You may be throwing the baby out with the bathwater.

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