The purpose of a logo is to give your company instant recognition for consumers. It acts as the face of your business and will help differentiate you from your competition.
A great logo should represent your company, whilst being up to date with modern design trends. Your logo should emphasise your company strengths and reflect your core values as a business. It must be memorable and create a lasting impact on your customers.
Although good customer service is key to keeping your customers, customers may be tempted to go with competitors that promise to match your services and have a better and more professional brand identity than your company.
Logo redesign proved to be very popular throughout 2016, with many big brands having rebrands.
Here are some examples of companies that had a rebrand last year:
MasterCard updated its brand in order to accommodate for a more contemporary audience, whilst still maintaining the recognisable overlapping red and yellow circles. Losing the capitalised ‘M’ and ‘C’, Pentagram developed new sans-serif typeface, FF Mark, which has been incorporated into the new logo. This typeface draws inspiration from the brands 1979 logo which used typography with a circular structure. Since the differences between the new and the old are so subtle, it has received a positive response from critics.
Instagram switched out its iconic vintage polaroid camera inspired design in favour of a simple illustration incorporating a bright summery gradient. As well as this, Instagram increased the usability of the app and gave it a much more aesthetically pleasing and minimalist design. In order to make images and videos stand out, the interface became flatter, with white and grey replacing its signature blue.
Unlike most brands, which are switching out their logos for much more modern designs, Guinness has added subtle detail to the iconic Guinness harp, replacing the previously minimalist design. This rebrand, which expertly blends the old and the new received a very positive critical response.
Netflix updated its icon across all social apps, dropping its full title in favour of a simple, red ‘N’ against a black background. However, the company also revealed that it intended to keep its current red and white branding too. This caused confusion as it isn’t a rebrand, they said they were just adding ‘a little flair with a new icon’.
Why might your company need a rebrand?
- Consumers want to feel like the company they are working with is up to date. A rebrand proves that your company is evolving and changing to keep up with the modern world.
- If your competitors are updating their logos and you are not, your logo will appear outdated in comparison. This could make customers more likely to choose your competitors instead of you.
- Since social media is becoming increasingly important to use within a business, you may find that you require simplified version of your logo for use as social media avatars.
- Your company’s tone of voice may have changed slightly since the original branding. Therefore you may need to update your logo in order to accommodate these changes to your business.