It’s amazing how much a business is perceived by its logo. Here is proof for you. We have worked with hundreds of logo clients and we often do an exercise with them when we first start a project. We show them a range other logos we’ve gathered up from their industry and then we see which ones they like. When we spread out the logo samples, almost instantly our clients express their preferences for which logo style they like and which they hate. They also offer comments like ‘that logo looks dated” or “that one looks fresh and modern." It’s a pretty instant reaction and we notice they really don’t have to think very hard about their opinions. It’s important to note that many of these people have no creative or graphic design background, but, they have definite opinions on what they think about a business just by looking at its logo.
That first impression about the logo, good or bad, immediately forms the customer's perception of that business. If it's not good, it becomes an obstacle for the customer to form a relationship with that business, even if the service itself is excellent.
You: "Wow, that restaurant's logo makes it look like it's really old. I’m not sure about that place.”
Your Friend: “No, no, we should go, the food is great!"
Remember all those logos from the 90’s that had a curved swoosh? Or those logos with those thin horizontal lines from the 80’s. Nobody uses those elements anymore unless they are going for a 'retro' style in their design. Why not? Because when we see those elements, we associate it with that specific time period. When people see your current logo, you usually want them to associate it with today, not what was in style 10 or 15 years ago (and just for reference, that would be 2007 and 2003 - not so long ago for some of us!)
The Los Angeles 1984 Olympic Games logo shows the thin horizontal lines that were very trendy in 1980s design. The Albertville 1992 Olympic Games logo shows the classic 1990s ‘swoosh’ style.
I'll leave you with this tip: ask your junior staff what they think about your current logo. If their fresh eyes say your logo is looking on point - you’re probably good. If they say it reminds them of the logos they used to see when they were in elementary school… it’s definitely in the wrong era, and you should confidently move forward on refreshing your logo.
Major brands do logo refreshes every 5 - 10 years. Sometimes subtle, sometimes radical.
Here are some examples of logos we’ve recently updated for our clients here at Kyle Loranger Design.
Do you think it's time to update your logo? Drop us an email or give us a call at 780-413-9237.