A logo is one of the most pervasive images your company has. It appears on the sign for your office, on all of your communication and in all of your print advertisements. Your logo is a major part of the first impression potential customers have of your company. Are you modern or traditional? Casual or formal? Young and trendy or tried and true? All of these things come across in your company’s logo, so you want to make sure that your logo is an accurate representation of your company and what it stands for.
While a great logo should have staying power, there are conditions under which you would want to change your logo. If your company has expanded or gone in a new direction, your logo may no longer accurately reflect the type of business that you now have. If your target market has changed in age, gender, socioeconomics or any other significant way, you may want to tailor a new logo in order to attract this market. A woman in her 60s will not be drawn in by the same image as a man in his 30s. Another reason to change your logo is if your old logo is too easily identified with a particular decade or trend. While a good logo should appear up-to-date, it should not be so trendy that five or ten years later it is out of style.
A new logo can freshen your entire company's image and can even bring in new clientele. Take a look at your logo. Is it really saying what you want it to say, or is it time for a change?