It’s not always an easy decision to change your company’s graphics and signage, especially if you’re running a local, multigenerational business or have “lived” in the same brick-and-mortar street front for decades. And, a marketing consultant might even advise against it if your brand is associated with historical value and longevity.
If, however, your brand is outdated, you’re revamping, or you are in the midst of redesigning a website and social media strategies, it might be time to update or change your logo, graphics, or signage to enhance your brand’s image.
7 Signs It Might Be Time to Update or Change Your Brand’s Visuals
Here are seven signs that it might be time to change your graphics and signage to give your company or your brand a boost.
1. You are rebranding
You can’t rebrand with old colors, images, and signage. It’s counterintuitive to your process. The goals of any rebrand are to:
- Enhance the customer experience
- Increase interest
- Optimize website visits and sales
For many businesses, rebranding is about launching yourself into a new generation of buyers or tapping into previously unassessed target markets – both of which may require new design strategies.
If you’re in the midst of rebranding, your marketing team should be analyzing the exact colors, logos, graphics, and the appropriate signage to make it all happen.
2. Your brand has been devastated by bad press
Every once in a while, a public scandal devastates a brand, and this results in a need to relaunch in a whole new way. A prime example of this is the 2017 scandal that unfolded around Harvey Weinstein.
At the time, the very successful Weinstein Company logo became synonymous with predatory sexual stalking. Within months, his marketing team publically removed the logo and designed a completely new brand. One year later, in July of 2018, the brand was re-named and re-launched as Lantern Entertainment, with a whole new logo, look and feel.
Sometimes, the best way out of a bad reputation is to chart a new course and relaunch with fresh graphics and signage.
3. You’ve grown-up and surpassed original goals
This is one of the most exciting reasons of all to change your graphics, logo, or signage. Your company has grown up. You’ve exceeded the original goals, and you are now realistically striving for sales numbers that seemed impossible when you first launched.
Perhaps you started your company with your personal name, and you’ve moved beyond that. Or, maybe your company name and original motto/mission don’t match the current marketing trends and recommendations.
In any case, it’s time to keep what worked and re-envision what doesn’t, to design signage and visuals that are more appealing to prospects and future clients.
4. Your original logo and signage were generic
Many small business owners start out very frugally, using general, free- to low-cost logos, lettering, or signage that is available online. Now that your business is successful, you may have noticed that someone else in your community or online has the same, free or generic logo, color scheme, or lettering that you use for your brand. That works against you when it comes to standing out from competitors and developing your own following.
If you’ve experienced a positive ROI, it’s time to reinvest some of that profit back into original, brand-specific, professionally designed graphics and signage that are tailored exclusively for your business, products, services, and mission.
5. The logo is outdated
One of the best things about your local business is that it’s been around for decades, or maybe even centuries. Odds are, however, that the logo is now outdated. In many cases, the same beautiful and complicated scripts that appealed to a historic audience, no longer translate well to mobile-friendly websites or easy-to-read billboard signs. A professional designer will take what’s familiar and nostalgic from your original logo and translate it into a more compelling, contemporary version.
If that scares you, consider that international brands, including Coca-Cola and Apple, have revamped their original logos multiple times over, and they are more popular than ever.
6. Your logo or wording has become offensive
Languages and symbols are living things. Consider the swastika. The geometrical symbol is thousands of years old and the word “swastika” (derived from the Sanskrit word svastika) means “conducive to wellbeing.” However, you’re not going to find a physician, healer, or spiritual leader on the planet who uses one on his/her logo – despite the symbol’s previous millennia of benign and positive connotations.
If your logo has somehow become offensive to the current culture, society, or primary target markets, you’ll need to redesign and revamp your image to maintain their loyalty.
7. You created it yourself
This harkens back to the idea of the generic logo. Unless you are a trained designer, your great-idea-turned-great-logo may not be as “great” as you think. The concept may be creatively sound, but odds are that running it by a professional designer will yield beneficial insight. In many cases, that original idea will be the root of a logo that packs a more powerful marketing punch.
Odds are, your idea was a good one, but it may be too complicated to comply with current tenets of good design practice – in terms of color coordination, speedy recognition, simple fonts, or how it will play out in both smaller and larger printing formats.
Suspect it’s time for your company to change your graphics, signage, or logo? Contact us here at SpeedPro East Bay. We have a long roster of satisfied clients throughout the Bay Area, and we’d love to add your name to the list.