It got me thinking about logos (and brands) and changing them. It's a question I often get asked at networking events: 'When should I change my logo?' The best thing about this question is that there is a very simple answer. There's only one situation when it's appropriate to change your logo or your brand: When your business experiences some kind of 'change'.
I put 'change' into one of two categories: Proactive or Reactive
Proactive change is driven from within the business. It's often triggered by an opening in a new market or sector, and a desire to exploit that opportunity. It's usually part of a wider business plan. It can be the result of a merger or acquisition. But it's all about taking control of a situation and influencing it in your favour. (The recent change to the Starbucks logo is an example of this).
Reactive change is driven by external influences, and is not part of a long-term business plan. It can be triggered by new competitors moving into the marketplace, or changes in technology that lead to changes in behaviour (either by the business or by its customers). It's a response to a changing situation that the business can't control or influence.
Whether the need for change is proactive or reactive, the reason for change is the same. The image that the brand is communicating is no longer relevant, either to the business (typically proactive change) or the target audience (typically reactive change).
So the question you ask yourself shouldn't be 'Is it time for a change?', but 'What's changed?'. When you can answer that, then you can take the next step.
If you do want to take the next step, you might be interested in our free seminar: Unlock the value of your brand.
