How to Modernize Your Company Logo: A Case Study

Deciding on a new logo for your business can be a daunting experience as it’s typically the most recognizable aspect of your brand. Maybe you have an idea of what you want to do, maybe you don't, but you do know that the design you came up with when the business first opened its doors has an outdated appearance and is no longer relatable to today's customers.

There are five important things to think about when considering how to modernize your company logo:

1.Don’t change for the sake of change.

A fresh look and feel is exciting; it’s easy to jump in quickly and push out a new logo. However, business owners need to approach logo changes deliberately. A haphazard logo change can easily cause unintended consequences; specifically, you risk alienating your customer base or damaging your brand recognition. Long-standing local businesses are especially susceptible to negative responses to a logo change due to their customer’s emotional connection.

Take note of large corporations’ logo changes. Google, one of the most recognizable logos in the world, has only undergone three major updates since 1998. Small updates, such as the spacing, shadows, typeface, and sizing, were delicately handled and relatively insignificant. A successful logo change must be carefully planned and strategic.

2.Understand what makes your logo, your logo.

Logos are messengers. Logos are your identifiers. Maybe it’s a simple combination of shapes. Maybe it’s a potato dressed as a sheriff. At the end of the day, your logo sets you apart from the competition. It may be tempting to follow trendy design styles. Especially in the tech industry, logos have lost their charm by focusing too much on trends. The Banner Marketing design team artfully creates a balance of trend-awareness and trend-wariness. If you’re feeling overwhelmed, rest assured. The design team at Banner Marketing will lead you through the process without losing its charm. Whatever makes your logo unique, conservative changes to preserve and embrace your roots.

3.Keep any color changes you make within the same color family.

Your color palette lays the foundation in building an eye-catching and memorable brand. The correct colors should support your brand throughout the years.

Correctly determining the color palette for your logo change and brand update requires a solid grasp of color theory. In the long run, working with a marketing agency saves businesses money by producing the best color palette for your logo change the first time.

4.Font is a fickle thing.

Even outdated font is easily recognizable, even by someone who knows nothing about advertising. For example, pixel font were popular during the early stages of the internet. While classic fonts, such as Helvetic and Arial, have stood the test of time. An old or retro font might give you an outdated look, unless it ties in directly to your business’ personality or industry. Updating your font is a quick, simple, and easy way to give your logo a facelift.

5.Consider your audience.

Consumer interests change. Geographical demographics change. A great reason to update your logo is to stay relatable and relevant to your consumer base as they grow and change. To engage and create a bond with your, you could even consider asking your customer’s opinion before you make any updates, as we did in the case study below.

You may consider asking your audiences’ opinion before finalizing your logo update, as seen in the case study below.

From Dud to Spud-tacular

H&H Furniture owner, Mark, scheduled a Free Marketing Consultation with us at Banner Marketing. Mark and our team focused on how to appeal to the new client base in his community. Working together, we determined that H&H Furniture’s current logo, Sheriff Potato, was desperately in need of a refresh since his original conception. Since the logos original creation over 50 years prior, computers became household items and drastically changed every aspect of marketing and consumer behaviors. The impact of the internet was unimaginable. Sheriff Potato persevered through it all.

Despite his memorable image, Sheriff Potato no longer appealed to the store's new, younger customer base. The old spud was a member of his local community. We concluded that Sheriff Potato wasn’t ready to retire. With a plan in place, alongside Mark and his staff at H&H Furniture, we evaluated our options and formed a game plan.

Our collaboration led to a strategic approach – harnessing the community’s attachment to Sheriff Potato by reaching out to them directly. Our talented design team then created four new variations of the beloved spud. After receiving the designs, H&H Furniture asked their Facebook audience to help choose The Sheriff’s new look.The plan paid off. Hundreds of votes came through during a multi-pronged, month long campaign, which included video and image posts. 

Our extensive engagement plan resonated with consumers; they felt heard, cared about, and a part of the store’s family. In an unexpected and excited twist, consumers discussed an alternative to the options originally provided. They concluded Sheriff Potato deserved to both a hat and sunglasses. H&H Furniture listened. Our designers at Banner excitedly mocked up the new combo. The Sheriff approved and happily flaunted his new look:

How to Announce a Logo Change

Modernizing your company logo is not the end of the journey. Next, you need to tell your customer base so they are not confused or surprised by what might feel like a sudden change to them. Here's how to do that:

  • Tell them of the change before the change. Announcing an upcoming logo change not only preps customers to expect a big reveal, but it also generates excitement. If you’ve involved your customers in the new logo process, like H&H Furniture did, then you have a leg up on and likely already have consumer buy-in on the new look.
  • Announce it on social media. Social media is instant, viral, and honest. If you haven’t involved your customers in the process, announcing the new look on social media will allow you to gauge the reaction and make any necessary tweaks before you make any further investments.
  • Update your store with the new logo. Update everything. The sign outside your door, all your in-store signage, the logos on your employees’ uniforms, your stationary, your website and social sites… everything. Don’t forget your business cards and marketing materials. In fact, as you walk through your store, it might be beneficial to make a list of everything you see your logo on.
  • Throw a party. Everyone loves having a reason to celebrate. Invite employees, their families, and customers to a parking lot BBQ or online event. Consider hosting giveaways or getting involved in your local community events. Treat your new logo announcement like a grand opening.
  • Tie the new logo announcement in with a saleIf you included your customers in the process of the logo redesign, honor them with a special promotion. Tie it in with your party. Make them feel rewarded, appreciated, and part of the family.

A company logo is a crucial element of branding. It is the part of a company’s identity. It not only represents the company, but it also communicates its values and what it stands for. If you’re considering a logo change, even if you’re not sure what to do or how to update it, get in touch. The Banner Marketing team understands that your logo is a big part of your brand and its importance cannot be overstated.