Tips & Tricks No. 22

In the "neunmalklug" section, I publish tips, tricks and technical information about graphic and web design at irregular intervals. Today:

9 reasons why your company needs a new logo

Is your logo still up to date? If you have the feeling that your logo no longer fits your company or our times, you should think about a change. A new logo is more than just replacing a graphic - it is your business card in the digital world and can have a significant impact on your company's success.

A logo is more than just a pretty picture - it is the face of your brand and characterises the image of your company, and an outdated or unsuitable logo can do more harm than good. Designing a new logo is therefore a complex process that requires a thorough analysis of your brand and your target audience. As a professional graphic designer, I can help you develop a logo that reflects your company values and appeals to your customers.

Here are nine reasons why your company might want to think about a new logo:

1. No existing logo: Without a "proper" logo, it is difficult to build a strong brand identity. A professionally designed logo gives the company a face and makes it easier to recognise. It creates a visual connection with customers and helps to stand out from the competition.

Example: A start-up that has just been founded and does not yet have a visual identity. Or a company that was previously only known by a name without any graphic representation. The new logo has a memorable, modern and visual design that perfectly matches the industry and clearly represents the company visually.

2. Outdated design: A logo that was designed many years ago may look outdated today and no longer fit in with current design trends.

Example: Today, a 90s-style logo with bright colours and 3D effects often looks kitschy and out of date. The redesigned logo is minimalist and uses skilful line drawings to create a contemporary and elegant look.

3. Lack of recognisability: Is your logo so generic that it hardly stands out? A unique logo attracts more attention and is more memorable.

Example: A logo with a standard font such as Times and a line is difficult to remember and offers no recognition value. The new logo impresses with a very personal, industry-related font, a concise figurative mark and friendly colours that make it unmistakable.

4. Technical restrictions: Does your logo not work in all formats or sizes? A modern logo should be flexible in use, both digitally and in print.

Example: A logo with fine details can appear blurred or lose important elements when displayed small. The revised logo impresses with its clear presentation and very modern design, which is shown to its best advantage in all formats and sizes.

5. Redesign of individual elements: Sometimes it is not necessary to completely revise the entire logo, but only a part of it in order to convey a fresh and modern impression.

Example: A company has a logo with a very detailed and old-fashioned figurative mark that becomes blurred in smaller formats. Simplifying or modernising the figurative mark can improve readability and make the logo more flexible. The modernised figurative mark of the logo and the contemporary visualisation give the corporate identity a fresh and up-to-date look.

6. Outdated fonts: Fonts are an important part of a company's visual identity. Outdated or inappropriate fonts can undermine the overall design and leave a negative impression. Modern fonts often look cleaner, more professional and more contemporary.

Example: The use of certain fonts can very quickly make a logo or design look outdated. These fonts are often associated with certain time periods or styles that are now perceived as unprofessional or old-fashioned. The new logo shows a compact representation with modern fonts and iconographic elements that make the design look professional and contemporary.

7. Competition: Have your competitors modernised their logos? A fresh look can help you stand out from the competition.

Example: In an industry with many similar services, a unique logo can be a decisive competitive advantage. The calmer and more focussed presentation of the new logo conveys a professional impression and clearly sets the company apart from the competition.

8. Digitisation: The digital age places new demands on logos. A new logo should also be optimised for digital applications.

Example: A logo that looked good in print 10 years ago doesn't necessarily have to look good on a smartphone display. With the partial change of the name and the new corporate design colours, the updated logo presents itself reduced and optimally suited for the digital age.

9. Generational change and changing values: Each generation brings its own values, ideas and preferences with it. A generational change can mean that the existing values and the visual identity of the company are no longer in harmony. A new logo can help to reflect the new values and the changed corporate culture.

Example: A family business is taken over by the younger generation. They want a more modern image and want to combine the company's traditional values with a fresh look. The new logo looks young and fresh thanks to the skilful use of white space and modern design elements.

A well-designed logo is a long-term investment in your brand. It can help make your company more successful and leave a lasting impression on your customers. A new logo is the best investment in your future. Arrange a free consultation today and let us develop your new logo together.