The face of your business is your logo. We all know that first impressions matter and this is your first one. If it's done well a logo can say more about your brand than a thousand words. When was the last time you looked at a book and thought it was bad? Your logo is like a book cover so it better be interesting.
A good logo should be simple and easy to remember. It's like that song that you can't get out of your head. But simple doesn't mean easy. It means that every line and curve should have a reason for being there. The Nike swoosh is more than just a check mark it's a beautiful sign of success movement and speed.
But this is where it gets tricky your logo has to be able to do a lot of things. You should think of it like your favorite shirt it should look good on everything. You should be able to put it on business cards websites or mugs and it should still look good. However not every design works. Your logo should not only show what you do but also who you are. Thomas Friedman from MIT says that the story behind your brand is what makes it stand out in a crowded market. It's interesting isn't it?
In the spring you not only clean out your closets but also your brands. Businesses should take advantage of this season of renewal and growth. Like flowers bloom it's time for your brand to show new colors. If your logo looks old or out of date now is a good time to change it.
But why now? The psychology of this season has to do with our need for change. You're not only making the logo better you're also making it fit with a new beginning. Stanford University research shows that the seasons can make people more open to new ideas and change how they shop.
You don't have to start over when you redesign so don't worry about losing brand recognition. It's more about changing what you already have so that your business's identity grows with it. Coca Cola has shown that making small changes over time can keep a brand's integrity while also keeping it up to date. Don't let your business suffer because of old design instead let it be a part of this change.
What gives a logo a "springy" look? It's not just about flowers and light colors. A logo that looks like spring shows the excitement and new life that comes with it. Let's look at the most important parts of it.
Colors are your best friends here. Think of greens that make you think of life and growth or soft blues and yellows that make you think of the sun's gentle warmth. But you should always use the colors that are part of your brand. The Design Council which is made up of design experts says that consistency is very important for being recognized.
Next think about shapes. It could mean that something is friendly and will last if it has rounded edges. Adding some ivy that winds through the letters of your current logo could make it look more lively or flowy.
Are you ready to leap? First things first look into it. Know what you don't like about your current logo and why you need to change it. To fix a car properly you need to know what's wrong with it.
First ask customers and other people who are involved for their thoughts. They may have seen things you haven't. A survey or simple poll can give you ideas for how to design something. And once you have a design in mind test it out in a few different situations. Think about how it will look here.
Get help from a professional designer. It's tempting to use DIY tools but nothing beats the expertise of a professional designer. Look for designers who know what they're doing and can make your ideas into pictures. AIGA is the professional group for designers and they have a long list of qualified designers who are ready to help.
Your logo is the first thing people see when they think of your brand but it's not the only thing that makes it stand out. Think of it as the seed that will help your brand grow. Now that you have the logo it's time to put everything together.
Your new logo should fit in with the rest of your brand strategy. Your website and social media accounts are just two places where this new identity needs to show up. If you are consistent your audience will trust and know you better.
Think about the tone of your writing the visuals that go with your logo and your content strategy. Your messages should match what your logo stands for. Forbes says that keeping things the same across platforms makes a brand more reliable.
And don't forget that changing your logo is one way to get people involved. Use this chance to reconnect with your audience. Tell them why you've changed and what it means for them. This not only informs but it also brings people together around your brand because people love stories of change and progress.
So what do we learn from this? Spring isn't just a time of year it's a chance to rethink and refresh how your brand looks. Start with your logo and let it flow through every part of your business. After all who wouldn't want to do well in this bright new season?
Also keep in mind that a good logo is more than just art. It's a useful tool for strategy. If you treat it that way your brand will grow.
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