Do old logos signal old tech? It might be time for an update.
In the fast-paced world of manufacturing, it’s crucial that your technology and engineering stay at the forefront. Your logo should do the same.
A lot of businesses assume that once they establish their branding (usually in the beginning years of their company), they can simply set it and forget it. But that’s not quite true! A lot can happen over the course of 5 or 10 years, both inside and outside the company.
If your brand image is outdated, you might be leaving the impression that your technology and operations are also outdated. That’s why it's so important to regularly update your logo and visual identity!
How do you know it’s time?
Determining when it's time to update your logo isn't an exact science. Honestly, a lot of companies come to me because they find my videos on LinkedIn! Once I start talking to them, we discover what opportunities are there when it comes to evolving their look.
This all being said, there are certain milestones when you may want to look at your branding.
New Website, New Look
If you’re making a new website, step back and consider the bigger picture. Before diving into web development, it's wise to evaluate the foundational elements of your brand, such as logos, colors, and fonts. By ensuring these aspects are aligned with your brand's evolution, you'll provide the web developer with a solid foundation to create a truly up-to-date and visually appealing website.
Branch Out With a Fresh Brand
Whether it's expanding to new locations, absorbing another company, or merging with a partner, these transformative moments warrant a close look at your brand's values, culture, and overall image.
Especially if you’re merging with another person or company, your values might be mixing and changing.
As you take this next step, present yourself in a way that is true to and confident in your new direction.
Innovating Inside and Out
In industries where technology plays a significant role, staying up to date with the latest advancements is crucial for maintaining competitiveness. Technological milestones, such as the development of new products, software, or manufacturing processes, takes your company to that next level.
Now that you’ve attained this technological prowess, you want to make sure everyone knows the time and effort and genius you’ve put into it. Showcase your company with branding that matches your newly achieved excellence!
Anniversaries and Appearances
Celebrating significant anniversaries, such as 10 years, 25 years, or even 50 years in business, can be an opportune time to refresh and modernize the brand.
These are times where your company takes a step back and looks at their long-term evolution. You might be connecting with old leadership, coming together as a team through parties, running company-wide evaluations, etc. These things can give you a perspective on your business you wouldn’t normally have. That’s why anniversaries are such a great time to reevaluate your brand’s image!
Leading the Change
When there is a change in leadership, especially if it brings a new vision or strategic direction to the company, it may warrant a reevaluation of the brand. A branding update is also a great opportunity for new leadership to build confidence in their new position while also honoring the company’s identity and past!
New leaders may have different perspectives and objectives, and updating the branding can help align the company's image with their vision.
Take a step back to take a step forward.
There’s no perfect rule of thumb as to when you should update your brand’s image. But milestones like these are helpful because they remind us to stop and look at the big picture of our business. It’s important to approach branding evolution with careful consideration and strategic planning.
Working with branding professionals (including graphic designers, wink wink!) can help ensure that the changes align with your company's objectives and effectively communicate not just what your business does, but that your business is alive and well!
