![]() ![]() If you’re fortunate enough to be in business for a long time, it’s likely you will come to a point when your logo needs a brand refresh simply because it looks out of date. ![]() If you’ve been around a while and competitors are entering your space and getting attention, it may be time to raise your brand above the noise with a marketing strategy that includes a logo update. Losing the “Donuts” from their brand name allowed them to expand their offerings. Now it’s promoting fancy coffees, breakfast sandwiches, bottled beverages, and entertaining social media and branding. With Krispy Kreme gaining traction as the doughnut darling, Dunkin’ Donuts took its age-old doughnut shop brand and turned it into a hip lifestyle brand that’s better equipped to contend with more than just doughnut shops but also fast-breakfast chains like Starbucks and Peet’s. In such cases, you need more than a logo redesign you also need to evaluate your value proposition and determine whether you need to expand it to meet consumer needs and stay competitive. Another threat to your brand stability is if your competitors have a wider or more in-demand set of offerings than you do. What captured attention a few years ago may not be as effective if you’ve got a lot of new players vying for market share. In a hot marketplace, your brand needs to appear current and on-point. Your competition is gaining market share. Yet they’re close enough to allow us to easily make the transition without having to retrain our brains to recognize the brand. Side by side, the old logo and new logo are obviously different. Lots of companies have done this successfully, including CVS Health (previously CVS Pharmacy) and Dunkin’ (Dunkin’ Donuts until recently).Įven ever-successful Google has conducted a rebranding its logo update in 2015 was in response to an evolution of its brand identity. Regardless of the reason, an important part of remedial marketing strategies is rethinking your visual identity, especially in regards to your logo. Repositioning your brand is intentionally rebranding your business in order to change the way it’s perceived in the marketplace.Ī company rebrand can be the result of a company merger, change in offerings or brand values, evolution of brand identity, an effort to rebound from sinking profits, weak branding, growing competition, or the need to attract a new target audience or meet the changing needs of consumers. You’re repositioning or rebranding your company. But of course, it makes sense that if your company gets a new name, you’ll need to update your logo. Or that it’s had four subtle logo refreshes since then. Case in point: If you weren’t a loyal customer of Pete’s Super Submarines when it launched in the mid-1960s, you probably don’t know that it became Subway a few years later and rolled out a new brand logo to match. Here are some common motivations businesses have for refreshing their logo: You’re changing your brand name.īrands evolve and change all the time, sometimes to the point that there’s no trace of their original logo or brand identity in their current iteration. There are tons of reasons to consider a new logo design, and not necessarily because your old one is tired. If you’re questioning whether it’s time to give your logo a logo refresh or a full-blown overhaul and want to know how to do either one easily and for free, keep reading. Even the best brands and graphic designers recognize that, over time, a company’s original logo can become outdated due to internal influences, external influences, or both and in need of a logo redesign. ![]() While it would be wonderful to launch your company with a logo that perfectly represents your brand in perpetuity, it’s not likely that you’ll get these results the first time around. ![]()
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