Is It Time for a New Logo?

  • Jan 12, 2021

Your logo is a representation of your business. A logo is a persuasive tool. A first impression. The design of your logo speaks to not only what you do, but what you represent. If you have taken a look at your logo and you feel it is not a good representation of your company, or your company has evolved since you first created the logo then maybe it's time to consider creating a logo that better represents your brand.

What are some things to consider when redesigning your logo? 

Will you be using your logo on products or in print?

If you will be using your logo on products pr print, keep in mind that the more intricate the logo, the harder and more expensive it will be to produce and/or print. The more colors you have, the more expensive it might be to print. There are numerous processes that are used when printing on merchandise. Although the printing process has come a long way in the last few years, there are still many products that don't allow for full color printing or printing that has shadowing or minute details. When having your logo designed, it’s important that you have various versions created that will allow for printing on a variety of items, as well as being budget friendly. If the original logo you have envisioned is bright and full of many colors, go with it! But also make sure your designer is creating a spot color version that can be used when necessary. Your logo needs to be versatile.


What formats should your logo be created in?

·       For the purpose of printing on a promotional product, your logo should be created in a vector format. A vector file includes precise points, which allows the logo to be scaled to any size. This is pertinent in the printing process as your logo might go on something as small as a pen or as large as a flag or banner. Vector allows the quality of your logo to stay the same, regardless of the size it will be printed. What other formats should your logo be formatted in and why?

·       Jpeg: this is the most common format for photos and can be used for anything that needs to be posted on the internet. Jpegs are commonly used for social media uploads. It is not suited for drawing or graphics, as jpegs commonly become pixelated when increasing their size.

·       PNG: a png is a file with a transparent background that is frequently used in graphic design or on websites. A transparent background is helpful when creating illustrations, as well as for watermarks on photographs.  

·       An all-white version when being used on a dark colored background.


In addition, it also good practice to have a simplified version of your logo that is a small icon without text. These are commonly used as website favicons and as thumbnails for social media profile images.

Your company logo is a great way to make your company recognizable. As mentioned, there are a number of factors that need to be considered when redesigning your logo. With correct attention and information, your new design will be a reflection of your brand for years to come.