How to present your new logo
Every year, many companies present their new logo. For some it is a success, while for others it is a complete failure. What makes the difference? Often these companies spend large sums of money on redesigning their logo and work with large agencies. What can you do to make your new logo look good? Here are a few steps to take to ensure that you have the best chance of success.
Nobody likes change
Before we start, we would like to remind you that people generally do not like change. You should therefore bear in mind that there are likely to be dissatisfied people when you present your new logo, even if it is the most extraordinary of logos. This is even more true if you have had the same brand image for a long time or if your customers are very attached to your company. That’s why it’s important to present your logo redesign in the right way and to understand that people need to get used to your new brand image.
Creating a perfect new logo
Your company evolves and it is normal that your logo changes over time. You also don’t need to do what Yahoo! has done with three major redesigns in less than 10 years. When you feel that your brand image no longer fits your company or that you want to update yourself, that’s a sign that you’re ready for a logo redesign. There are different ways to go about it, but here are some tips to help you through the design process.
- Analyse the current values of your company.
- Analyse your target audience and their needs.
- Keep a guideline with your old brand image (colours, shapes, fonts, atmosphere, etc.)
- Take inspiration from current trends for logos.
- Keep an open mind and try different versions.
Testing the redesign with test customers
Once you have your redesign, why not take the opportunity to test it with test customers before releasing it to everyone? This can allow you to get their opinion and adjust if necessary. For example, you can choose your best customers or your ambassadors and involve them in the process. This will increase their attachment to your brand. However, we would like to warn you that in the past, large companies have used test customers to validate changes that were not well received by the public afterwards. It is therefore very important to choose testers who represent your target audience well.