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  Whether you’re planning to refresh your logo or redo it, a good deal of thought has to go into the move. You want your new brand look to impress and attract the public. This takes smart strategy and execution; including paying attention to things other than the form, hue and font of your new logo (those are important too, by the way).
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If you’re currently trying to change your logo, we advise you to take care to make the transition smooth and the publicity targeted and thorough. Here are 5 things you must do before remaking your business’s logo.

Be Sure Your Reason for a Change is Adequate

A logo change as a solution to plummeting sales or poor visibility is probably not going to work. What could do the trick in those instances is a pivot to a better marketing strategy. Transforming your logo is something you should consider if its design looks old (i.e. you haven’t had a rebrand in several years). It also makes sense if your mission and vision have evolved and you want something that represents that shift, or if you have a new target audience.

Ask Your Customers

A big determinant of the success or failure of your rebrand is how it’s received by your target audience. It’s they who purchase your products or use your services; they’re the ones who will embrace your fresh logo if they like it, or drift away from your brand if they can’t recognize it. Ask them what they think about an alternative logo before settling for one, and find out whether they’re on board with a wholesale makeover or minimal change. Their answers will prove valuable—and, often, worth following.
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Decide Whether You Need a Total Redesign or a Simple Tweak

Perhaps you don’t have to adopt a new logo. This is true in many cases; the business cost of taking a radical redesign over something familiar can be considerable. You risk losing customers who can’t recognize your new look, or who just don’t identify with it. A wholesale change is safer for businesses that haven’t established a market position yet or want to begin offering products and services considerably different from what they’ve previously sold.

Take Note of Context

Some industries have staple colours, and customers have come to expect that businesses in that space will have those hues in their brand collateral. If this is the case for your industry, you’ll want to employ some of those standard colours in your logo. The form it takes should also be determined by the places the logo will appear—whether it’s packaging, mobile device screens, in print, on banners, billboards, etc. Considering these early on will allow you to come up with something that fits multiple contexts.

Go for a Timeless Design

You intend for your business to thrive for decades into the future. Why not craft a logo for it that remains relevant for that long? Usually, this means creating something relatively simple, a combination of a few design elements that are easy to recall and identify.
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Final Words

The five things we’ve said to consider are all vital for any logo redesign process. Your customers’ opinions, the extent of change, and the quality of making a lasting impression are things you should pay attention to as you rebrand. Hopefully, taking note of these things will enable you to come up with a logo that achieves your aims.
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This article was first published on 30th April 2024


Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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