When it comes to logo design sometimes it can be as simple as developing what you already have. A subtle change can make huge difference. As the saying goes ‘Don’t throw the baby out with the bathwater’. The key is to assess what works on your logo and what can be improved. How do customers currently respond to your identity and what reaction do you want the new version to achieve? Changing a well loved logo can have a negative effect, so it’s important to do your research and know your goals. We all know what happened when GAP tried to drastically change their logo. Yikes.
But rather than focusing on what can go wrong, here’s an example of a logo change going right. Marks & Spencer updated their logo in 2014, and here are before and after examples. The subtle changes have enhanced the identity; increasing the weight of the letters has improved readability and are representative of a solid reliable brand. Adding the established date reminds customers of the company’s heritage whilst the use of simple black and white is bold and offers greater flexibility. Effectively this logo should work anywhere. Note that consideration has been given to the logos appearance at a small scale.
So don’t be hasty. Your logo might need changing, but we recommend making minor adjustments first. And if you’re still convinced you need a new logo altogether, well then, no harm done.