What’s Nike without its iconic swoosh design? How would you spot a McDonald’s without its instantly recognisable ‘M’ arch? How does putting a bitten-apple logo make any tech product feel expensive? That’s the power of a brand logo. 

In many cases, it’s just as powerful as your brand name. It’s something customers will engage with at every stage of the marketing funnel, from their first interaction to their repeat visits. The brand logo for a small business showcases its personality and sets the tone for its marketing. 

Think of your logo as the first page of your brand’s story. 

Few brands keep their logo as they grow. Often their designs become outdated, or they’re no longer fit for purpose. Even the sleekest logo won’t stay relevant. Sometimes, your brand logo needs to change as your company repositions itself. Companies, trends, and design practices change. 

What is the Purpose of a Brand’s Logo?

A brand logo is your business’ identifier. You can think of it as the ‘face’ of your company. It’s what visitors and customers come to recognise your brand bag. Think about the packages you get in the mail. You know a parcel is from a specific brand when you spot their logo on the mailer.

Different brand logos evoke thoughts and feelings, a sleek design can reflect a premium brand, while a bright colour palette creates a story for companies within the mindfulness space.

A high-quality logo sets your business apart from the competition and sets the tone for your brand. Your logo should always reflect your brand’s position, purpose, and story. 

How to Know It’s Time for a New Logo

There’s no specific timeline for when your business might need a new logo. It’ll all depend on your brand’s development and how you want to position it. It’s worth noting that designing a new logo doesn’t mean a complete overhaul of your branding or website design. A logo refresh can be minimal, as if you’ve given your logo a facelift without making any drastic changes.

In some scenarios, a total rebranding might be needed. If you’re targeting a new demographic, expanding your business, or finally investing in your marketing, it might be time to commit to a new style of small business branding.

Here are three signs that it’s time for a new logo for your business:

1. Your company is evolving

Successful companies aren’t linear. They grow and evolve with time, offering new products and services, and changing their company mission. It doesn’t have to be something as drastic as a merger or acquisition that signals a new era for your company. Redesigning your brand logo can celebrate change and growth, keeping your design relevant and aligned with your company’s direction and purpose.

Updating your logo can showcase a shift in your company’s focus. It’s an opportunity to hit the reset button on your marketing strategy, giving you a chance to overhaul your visual design and online presence.

2.  Your existing brand logo is too complex

Not every logo is a good logo. Too many details or an overly complicated design can make your logo confusing. Your logo needs to work in more environments than ever before – from social media profile pictures to letterheads and packaging.

Most modern brand designs take a simplistic approach, making it easy to repurpose them or utilise a submark if necessary. If you’re struggling to use your logo it’s time for an upgrade to ensure brand recognition and consistency.

3. Your original logo was made on Canva

We get it. You can make a logo on Canva in just a few clicks. It’s affordable, often free, and can help you establish your brand. Canva logos rarely last long and many businesses use the same templates, making it harder to differentiate your brand. Eventually, your business will outgrow its DIY logo.

Once you’re ready to invest in marketing, one of the first things to do is work with a brand agency to develop a high-quality logo.

What to Consider with a Brand Logo

You’ll consider the same things during a logo redesign as you will when creating a new logo from scratch – with one exception. Your logo should still feel familiar to your audience, often incorporating your original colour scheme or design principles. There are three major factors to consider when choosing a brand logo. 

1.   How easy is it to identify your logo?

Your logo should instantly grab someone’s attention. How do you feel when you see the Starbucks logo or that of your favourite streaming service? Logos help evoke emotion and build a connection with your audience.

Your logo should tell your brand story and reflect its purpose. If your brand already has a strongly identifiable logo, it’s likely your redesign will make minor changes.

2.  Don’t focus solely on current trends

Design trends come and go. While it’s easy to be distracted by graphic design trends, your logo needs longevity. Although you want to consider what’s trending, it shouldn’t be the sole purpose of a redesign. While today’s trends focus on minimalism and simplicity with streamlined lines, maximalist brands shouldn’t be hiding away their personality.

3.  Brand logo usage

Every brand will use its logo in different ways. Logo usage will vary depending on the type of business you operate. If you sell a product, your logo will be incorporated into everything from invoices to packaging and product design.

Consider where your logo will appear and how your audience will interact with it. A logo that will appear on the side of the van shouldn’t be designed like a logo for a digital-only service.

Elevate Your Brand’s Logo with DesignFox

Design Fox is the leading brand agency in Sydney, turning heads with modern graphic design and intuitive web design. We’ll help you build trust and confidence with small business branding that connects with your audience.

In a world filled with noise, jumpstart your business with a logo design that makes a splash. Ready to upgrade your brand logo? Contact Sydney’s leading brand agency today.