Outdated logo – Does it need replacing?

How do I know if our logo is out of date?

A successful logo can help create a strong brand and build trust with your target audience. Judging whether a logo is out of date can be quite subjective and depends on the trends and styles that are popular at the moment. However, the most important aspect is the relevance of the logo to its target audience. A logo that no longer represents the company's values, products, or services can be perceived as outdated. Old fonts that were popular in the early 2000s may look obsolete today, and even certain colors and color combinations are more characteristic of specific time periods.

It is crucial that rebranding is based on underlying strategic branding and market analysis.

Are there any technical reasons for changing an old logo?

The risk with an old logo is that it is not always compatible with modern platforms and contemporary printing technologies. The main issues are scalability and readability. The logo has to be visible from afar on facade signs, product packaging, in one-color printing, and digital form.

One of the most important keys to a timeless logo is simplicity. If a logo is too complex with many details, it can be challenging to scale to smaller sizes. This makes it less effective in today's digital world, where responsiveness is required, and it also works better for things like embroidery on promotional clothing. Some graphical elements, shadows, glowing effects, or toning that were popular in the past are outdated today.

Is there any risk in changing the logo?

Suppose the current logo is well known to its target audience and peers. In that case, an unexpected change can lead to confusion. Customers may have difficulty associating the new logo with the company, affecting brand recognition and loyalty. If the purpose of changing the logo is to strengthen the brand, there is a risk that the objectives will only be achieved if the new logo is designed and implemented strategically correctly. This is why it is so vital that a rebranding is based on underlying strategic branding and market analysis.

Are there design trends to take into account when changing the logo?

Both yes and no. There are definitely trends to consider when designing a logo, especially when creating a brand or product brand. Despite these trends, it is important to remember that every brand is unique. Adapting the design trends to suit the specific brand identity and target audience is essential. A good logo is not only trendy but also timeless and represents the brand in an authentic and meaningful way.

Why does a company need an elaborate logo?

A well-designed logo can be crucial to a company's success. The logo is often the first impression customers get, and it should create trust recognition and differentiate the company from its competitors. Its color and shape can convey values and make an emotional connection with its target audience. A consistent yet adaptable shape is essential for a consistent brand experience across different platforms. A well-thought-out logo is an investment that builds brand identity and loyalty and plays a key role in creating strong customer relationships.

Need help updating your brand?

Get in touch!

Marica Rastad

Project manager

+46 (0)73-086 28 01 marica@ohappa.se

Anna Engman

Project manager

+46 (0)73-983 48 99 anna@ohappa.se