Thinking of rebranding? That will inevitably mean redesigning your logo.
While there is no one “right” way to rebrand, new logo designs can cause mild to major audience uproar. Doing so at the right time and in the right way is key to succeeding and maintaining your brand’s integrity.
If you are experiencing a change in your business structure, clarifying your organization’s purpose or just need a refresh, designing a new logo can be a good idea. If you are simply bored with your current look, but have a good overall brand response, rebranding could cause an unnecessary and expensive distraction.
Choose your rebranding time and tactics wisely. Here are things to keep in mind as you start the design process.
What a logo is:
- A visual representation of your brand
- A recognizable way to identify your brand
- A trigger for your larger brand
What a logo is not:
- Your brand’s meaning
- The emotional value of your brand
- An explanation of everything about your brand
What makes a great logo:
- Has a strong brand behind it
- Represents, echoes and triggers your brand in peoples’ minds
- Is easily recognizable
- Is simple enough that your audience could draw it on a piece of paper
- Reflects the time it lives in, remaining fresh, while also evolving
Negative space is a great way to accomplish an effective logo design that incorporates all of these traits. Embrace unused space around the subject to allow the subject itself to stand out. Too much detail can easily detract your audience from the most important image. Get rid of clutter to keep your logo simple and clear.
Communicating with your audience minimizes the risk of an adverse reaction. Why did you decide to rebrand? What does your new logo highlight in your brand? What inspired the visual decisions you made?
While your logo represents a brand, they can only communicate so much information. Logos are important, but at the end of the day, they are just a vessel of larger meaning. What matters the most is the substance behind them.