Changing Your Logo: A Checklist

Change is good, but a logo change can be tremendously damaging to your business.

Why do you want to change your logo?

Stupid reasons to change a logo:

1. The boss does not like the current logo.
A logo that the boss likes is a bonus, but personal taste has no place in logo design.

2. Slow sales. Perhaps a new logo will bring the spark back.
It’s unlikely that your current logo is the cause. Find and address the real cause of the problem.

3. We are trying to keep up with logo design trends.
Do your customers care about logo design trends?

4. We added a new product/service and want the logo to show that.
A logo is not an illustration of all the things you do. It is a visual, shorthand company signature.

Good reasons to change a logo:

1. The current logo no longer reflects who we are.
Our values, purpose, mission or focus has changed to the extent that we are not the same company we were when the current logo was created.

2. The current logo is not compatible with new media.
Back in the 80’s the logo looked good on our letterhead, but it just does not work on our web sites/apps.

3. The current logo is terrible.
We’ve been successful in spite of our home-made logo, not because of it.

Having established that you need a new logo, here is a short checklist for getting it done:

1. Get it done professionally. Getting your assistant’s cousin to do it is not good enough. She might know her way around Adobe Illustrator, but that is not the same as understanding what makes a good logo, what colors/fonts would be both appropriate and practical, what works in print and what doesn’t etc.

2. What do people think about your current logo? What do they like about it and what don’t they like? Can this logo revamp be pulled off without alienating people who love the brand?

3. Truly understand what the core value/idea/thing is that you want the new logo to communicate.

4. Communicate. Make a big deal out of the logo revamp in print media and social media, explain why it was necessary, make sure your loyal supporters meet the new logo as soon as possible.

5. Phase out the old logo. Old logos have a way of hanging around. Make sure every admin clerk has access to the new logo and branded material so that there is no excuse for using a business card or letterhead featuring the old logo. Transitioning in phases might be good, but there should be a deadline.

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