Changing the graphic identity of any company is always a big step. Companies often get very excited about these efforts right until someone asks: “Do we have to repaint the trucks?” or “How much is that sign going to cost?” That’s about the time they get cold feet. If you find yourself at that point, ask yourself: How serious am I about it? Is it really a step my company is willing to take?
If you prescribe transformative changes and commit to implementing them, if conditions spell opportunity for you to gain market share, then perhaps now is the time to change your logo.
Is it absolutely necessary for your survival? Perhaps not. Is it the best way to signal a change? Absolutely. So the question may be: How committed are you to transforming your brand and signaling that change your stakeholders and customers? If there is not a broader commitment to change, then don’t change the logo. If there is, I can’t imagine not changing it.
If you’re contemplating such a change, you may already be in it. Are you embarking on new initiatives or strategies? Is it a new day in your market? Does your logo symbolize the best of what your company offers? Is your current logo becoming more or less valuable with age?
A new logo is the best way to signal to all stakeholders that your company is doing something different: You have been busy, you are worth another look, you mean something different today. Or, if your customer is new or never took notice in the first place, perhaps they will now.
Changing logos isn’t as scary as it used to be. It shouldn’t be a regular affair, but companies who deal in customer perception (which is to say, all companies with an eye toward the future) evolve their identities regularly. Customers are used to this.
It’s a big investment in your future, regarding both time and money. But you’re going to be investing anyway – it’s just a matter of how. Invest in the current course, or in a direction that suggests a new future. It’s a tough time in the market for everyone, but it spells opportunity for someone.
People fear change, but to evolve is to change. Not everyone will agree at first. In fact, it’s practically guaranteed that someone won’t like any new direction. But in my experience, the best people will support progressive steps. It can take time, but good ideas win. What’s common practice today was new at one time.
Leaders lead. Have the courage of your convictions to confidently take a bold step.