Corporate identity is the reflection of any company or institution. When a designer is faced with the construction of any element of corporate identity such as a logo, he is actually faced with the challenge of building something timeless and durable over time. It must therefore be a powerful, persistent and representative construction of the client in question. However, there are very few logos that remain exactly the same throughout the life of a company. Most of them have an expiration date. Times change in the same way graphic and aesthetic trends change. We must also recognize that the companies, the owners, the objectives of the companies, the audiences to which the companies are directed and of course the circumstances change. Why shouldn't the logo change?
Still, this does not mean that we should radically change our logo. Generally, when redesigns are made, changes are not really made on a large scale but are adapted to certain demands. The big question that arises then is when we should consider a remodeling of this type. There are certain indicators that warn us that it is time to change the image of a company:
My logo doesn't look as professional as it should be
A large number of companies, especially those of small dimensions and new openings are beginning to choose to develop their own logos. However, making a good design is not an easy task and although for many it may seem like it, in reality you need knowledge of illustration, editing and marketing. It is not unusual to find companies that open their doors with unprofessional, illegible and poo-appropriate logos. If this is your case and you are looking to have a more professional and serious image, it is the right time for you to start thinking about it and hire a professional designer.
My business has changed
Companies must be in constant change and adaptation so as not to be cut off from the market. The truth is that there are many areas in which changes can be made, in fact normally companies change without realizing that they are actually changing to adapt to a specific demand and public. Of course, all the small changes that occur do not have to degenerate into a change in corporate identity, this would be as stupid as it is counterproductive. However, if there is a significant change in the life of the business, it will be necessary for us to reflect it in the corporate identity. Some of these changes would be:
- Expansion: Let's imagine that a company goes from having a local level influence to a national level, or a national level to becoming an international one. The aesthetic will have to adapt to this new modality since it will face a different image, different objectives and of course it will also acquire new capacities and potentialities. This should be reflected in the image of the business.
- Specialization: By specializing we are changing many features of our business, in fact we are changing our target audience, our services or products offered, marketing strategies or even values. All these are very important factors to consider a remodeling and transmit to the public and future clients the new air or tonic of the company.
- New line: With the passage of time everything matures and changes, even the ambitions of the owner. This can be translated into all kinds of changes or in the philosophy, the values that are pursued and objectives. In this sense, the graph has an undeniable psychological component and we must provide concordance between the values and the philosophy and the way to represent them. If this is not the case, the communication objectives will not be covered.
- If reputation problems appear: Not all changes are good, in fact there are also crises of all kinds. An internal crisis is usually one of the reasons that require a change of scene and image with more urgency. Especially in those cases in which reputation has been involved and the current image is unconvincing or is associated with bad experiences, memories and concepts.
- If we are losing market share: When we lose customers, one of the most influential factors that we can use to win them back is communication, advertising, marketing and persuasion. Of course, the image and design of a logo in this regard is very important.