Yahoo! unveiled its new logo this week, after months of teasers. CEO Marissa Mayer wrote on her Tumblr of the need to keep various elements, both stylistic and emotional, while putting a modern spin on that classic “yodeling” logo. Mayer wrote, “We knew we wanted a logo that reflected Yahoo - whimsical, yet sophisticated. Modern and fresh, with a nod to our history. Having a human touch, personal. Proud.”
This has got us thinking about logo refreshes – when are they appropriate? How far should you go to re-brand your business? What elements of your current branding do people most identify your business with?
Here are 5 things to keep in mind when thinking about a brand refresh for your business:
1) Is there a good business reason for a logo change? For example, you should refresh when your brand feels stale, or if you now offer more services or experiences to your customer, not just because you feel like it!
2) Identify what promotional materials will have to change if you decide to re-brand your business and how much that will cost for reprinting. Do you have business cards, an awning, printed napkins or cups?
3) What elements of your current branding must stay - font? Color? Determine these by thinking about what comes to customers first when they think of the experience of visiting your business or using your services.
4) Does your current logo reflect your business’ promise to customers? What are the three words or pillars you want your business to represent? If your current logo doesn't do the job, how can you reflect your brand promise to customers with a redesign?
5) What about creating a new logo for a specific event or anniversary, if you don't want to create an entirely new logo from scratch? You can stretch your creative chops without going back to the drawing board – for example, use your logo then underneath add “Serving Your Town for 25 Years!”