Look Before You Leap
Whenever a new or existing client comes to us wanting to redesign their company’s logo, we always stop and ask a few very pertinent questions. First of all, why are you considering altering your logo? What motivated you to make this change? And finally and most importantly, are you subconsciously blaming your logo for deeper, less visible defects within your company?
Like the car lover who buys a vintage Mustang and immediately heads to the body shop for that candy apple red paint job without ever checking under the hood, you may be making cosmetic changes while ignoring problems that are festering just beneath the surface.
Ask the average consumer to describe a particular product or company. Given the opportunity, they will inevitably point to the logo, admittedly the most visible, ubiquitous manifestation of most brands. Occasionally, we see clients fall into that same trap.
While your logo does serve as the “face” of your business in the marketplace, your brand encompasses the entire “body” of your company, including every encounter you, your staff, and your company has with customers, vendors, and fellow employees every minute of every day. Keeping all of those touch points consistent and properly aligned and integrated is an ongoing challenge, and it’s not uncommon for one or many of them to get sloppy.
It doesn’t always go that way. Sometimes there’s no question. You really do need to rethink that logo, and we’re always happy to help with that. But look before you leap into redesigning the mark that may be working for you in a competitive marketplace. Consider not only the cost of rebranding and reintroducing your brand, but also the potentially higher cost of overlooking the real problem.