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Kristopher CrockettSeptember 20153 min read

The Evolution of Your Logo - When Should This Happen?

If you have been using Google lately, you will notice that its logo has changed its look. From a font that was serif, you will now find that the company now uses one that is sans serif. Even though the colors used are still the same ones and in the same order, you will definitely notice the change from its old form to the new one.

Google is not the only one that changes its logo and brand design every now and then. A lot of well-known, big brands have also had their logos undergo changes over the years. Other examples of this include Starbucks, Apple, Coca-Cola, Pepsi, and WalMart, to mention but a handful. Why do these companies remake their logos and brands, and why should you consider doing the same?

Why Revamp What People are Familiar With?

The revamping of a logo is akin to renovating a store. The reasons why a store requires a renovation, apart from the fact that it may already have outdated decorations and features, include refreshing the look and to add features that present day customers may now require. The same general logic applies to the evolution and revamping of your company’s logo. If it has been in use for a number of decades, there is a huge possibility that it is already outdated and does not appeal to the present generation. It will need to be tweaked to serve the needs of the people today.

Evolving your logo into something that the latest market will gravitate towards should not be done without a lot of planning and thought. While you are indeed trying to capture newer markets for your brand, you also need to consider your loyal following – those who recognize your company and your brand via your old logo. This means that when you do remake your logo, you need to do so with your old one still present in some way so as to avoid alienating your old, loyal customers.

If you will take the example of some of the famous brands that have changed their logos over the years, you will notice that they have done so with alterations that reflected the current era, but without deviating too much from what people are already familiar with. One of the most commonly retained elements of these popular logos and brands is the color combination being used. Take BMW for example. They changed the fonts used on their logo a few times, but the color combinations being utilized remained the same over the decades. The same goes for Fuji Film, Pepsi, and Microsoft. They tweaked the fonts and even the shapes of the elements on their logo and brand, but the colors that are being used remained the same.

Should You Let Your Logo Evolve?

If you care about your business, and want it to continue for as long as possible, you need to accept the fact that change is indeed inevitable. So the question should not be should you evolve your logo, but rather when should you evolve your logo. If your logo has been around for more than 20 years; if you are looking to capture a younger demographic; if your brand is trying to remake itself into something else; and if your company is expanding or has expanded into something bigger than what it was, then yes, you will need to evolve your logo, and as soon as you are able.

Don’t go about it randomly though. A lot of thought has to go into your logo redesign, and this may require a few prototypes and market testing. You should also consider getting the help of marketing and design experts to give you the best ideas suited to your company and what your brand is all about.


Kristopher Crockett

Kristopher M. Crockett, President & CEO of Selworthy, brings over a decade of innovative, solution-centric marketing expertise to the table. His profound understanding of marketplace trends and dynamic leadership propels Selworthy's mission to deliver bespoke digital solutions, enhancing client ROI and bridging the digital divide.