Logo Design Basics: 3 Signs You Need A New Logo

Switching to a completely new logo design is an extensive process and a big step for a business

. Not only would you have to replace your old logo in both print and digital media, but you would also have to get your existing customers in line with a new identity and image. Nevertheless, there are certain situations in which you'll find that it's natural for a new logo design to come into play.

Here are 3 reasons your business would be justified in creating a new logo design:

1. A new logo design would make you digital.

In this digital age, a logo design should be designed as a vector file that can be scaled to different sizes without becoming distorted or losing quality. You may need a new logo if you currently only have a raster version of your image, which is less flexible since it isn't scaleable. A vector logo design is optimized not only for computer use but also for print. This means that you have a high quality image that can be equally effective as different sizes on your website, on a giant poster and on a small business card. Adobe Illustrator (AI) and Encapsulated PostScript (EPS) files are popular vector file types used for any logo design. AI provides smaller file sizes, but EPS files meet industry standards and are more universally compatible.

2. A new logo design would pull you out of antiquity.

Whether it's fresh, new competition or simply the passage of time, some companies find that their logo has become irrelevant in their field. A logo design can look or feel old, and it can even symbolize the concept of being out of date. This is possibly why Microsoft chose to renew its logo in 2012 in the face of competition from Apple's image expressing modernity and youthfulness. Your company may especially need a new logo design if you target youth and need to keep up with them.

3. A new logo design would keep you linked to your values.

People form quick impressions of a logo design and its intended meaning, and you could immediately lose your target audience if your logo doesn't effectively express your company's values. There should be a clear connection between the brand and identity you aspire to portray, and what's communicated by your logo design. In the development of a business, a new logo design may be a natural next step if your company recently made a drastic change in its name (often because of a merger), vision, mission statement, philosophy, product line or target market.

by: Leo Mitchell

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