I recently stumbled upon a collection of retro black and white logos that included an RCA logo that somehow instantly took me back to my childhood happy place full of movies like ‘The Goonies’, ‘Stand By Me’ and ‘Sixteen Candles’. If you’ve ever taken a marketing class, one of the core fundamentals that our professors taught was the importance of a logo.
A logo design is the most important and cost effect effective element of branding.
What happens when you want to re-create your logo? Rebranding can be difficult to do, especially if there is an emotional attachment to the logo. For example, the Gap and NBC attempted to rebrand their logo this past year and it cause a huge uproar.
Here are a few tips to keep in mind when redesigning your logo:
1. A majority of customers and people have a difficult time with change, especially if they have an emotional attachment. If the logo only needs to be brought up to date a bit, consider not changing the entire image and try simply updating the font choice.
2. Make sure you can still recognize the brand.
3. Determine who your core audience member is. The target market, customers, shareholders, employees, partners, vendors, community. Each one of these groups have are involved in some degree in the organization. Who’s opinion matters most? Being clear about this makes the process of rebranding so much easier.
4. Your business’ brand is more than a logo. This includes your web presence, office space, print materials, apparel, signage, advertisements and communications.
5. Put together a team of project managers (cough, centresource) around you to help keep account of all aspects of your brand when forming a new logo.
6. Rebranding should result in not only a different “look” but also a different “experience” for your ideal customers.