Three Tips to Make Redesigning Your Logo Easier
Your logo is the cornerstone to your business, and it’s important to get right. But how much time should a business-owner spend on a logo? And how much capital should they invest? As you take stock of your business, the branding and logo you started with might not be truly representative of who you are today.
Logo re-designs are common in business and, the commerce world in particular, is full of stories of those that get it right and, well, those that get it wrong.
There are many options when deciding to tackle a new or logo redesign project. As a small business trying to put your best foot forward, how do you know where and how much to invest in brand development, especially given your already limited resources? We enlisted four different creative companies of varying backgrounds representing different price ranges in an effort to ask one simple question: Does paying big bucks really matter when designing and creating a logo?
We created a contest and asked our many brands to tell us why they need a new logo. With ~75,000 organizations on Hubba, we received quite a few submissions. In the end, Blush and Blue, a handcrafted baby products brand, was selected to help us out with our research. Led by a team of passionate mompreneurs, the brand has earned themselves a cult following amongst new moms. However, despite their growing success, they felt they needed a rebrand.
Blush and Blue met with four different design firms: Logojoy uses AI (artificial intelligence) to instantly generate logo ideas that are unique to your business. 99designs is an online marketplace that connects you with online freelancers and allows them to compete for your business. Hybrid Ideas is a graphic design studio which focuses on creating engaging designs across multiple mediums. Frontier is a creative exploration company made up of a magazine, design studio, and ventures group focused on design-driven ideas.
As Blush and Blue worked with each of our four partners, we found some common themes that you should be thinking about when redesigning your logo.
Know your Identity.
During the redesign process, it’s critical to understand who your consumer is and what your logo conveys to both existing and potential customers. Being able to articulate what you want as well as your brand story is important to the process of creating a brand identity.
More often than not, logo design is about more than just the logo.
Many times, brands start off only looking for a “simple tweak” or a brush up on their current logo, but this often has a ripple effect and becomes a much bigger endeavour. Truth is, the instinct to update your logo is probably just the beginning and will likely impact other facets of your business. Working with Frontier Design and Hybrid Ideas helped the Blush & Blue team realize how much the logo change would impact everything, from their social media presence, to packaging, and even communication. They were grateful to have more experienced agencies help them see the bigger picture.
We went into this experience knowing we needed a beautiful, meaningful logo, and while that is true, we’ve since learned that connecting our logo with our audience also requires a full brand identity. It’s a takeaway that other businesses should consider when seeking out ‘just a logo,’” recalls Blush & Blue founder, Rachel Quarnberg, when talking about the experience.
Be prepared to let go.
As your new logo begins to take shape, you may find that original elements you loved and identified with may no longer be relevant to your new brand identity. Be open to your design partner and their perspective on your business to help you see blind spots in your logo and brand story.
When we started, we really, really, really wanted to keep the feather (Blush & Blue’s original brand symbol),” explains Rachel. “We felt like it was our brand identifier. But, as we learned more about ourselves, we realized that it really disconnected us from our target audience.”
As companies grow, logo redesign can be an important and sometimes necessary step for many brands in their evolution. Don’t let the task be a daunting one. This is a great chance to learn more about your customers and the opportunities that lie ahead to grow your business. Remember to approach with open mind, clear goals, and have fun on the journey.
Want to find out more about the exact steps Blush & Blue took to pick a logo design? Head to https://logowars.hubba.com/ to follow their logo journey!