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How long since you’ve sharpened your brand?

Logo and color palette
A well-designed logo shouldn’t need to be changed often. If it’s done well, it should be a lasting brand for your company that is recognizable to your clients and memorable to your potential clients. However, if you started your company on a shoestring and hired your neighbor’s kid who was good at drawing to design your logo 10 years ago and you haven’t revisited it since, you might do well to invest in an update.

Ask yourself the following questions to determine if that time is now.

Can your logo be easily imitated on anyone’s computer?
Did you create your logo yourself using Times New Roman (or — gasp — Comic Sans)? Not the best idea. A logo should be distinctive and unique. Time for an upgrade.

Does your logo resize well?
If when sized to fit a business card, your logo becomes illegible or is so complicated that you lose the meaning when it’s small, then you have a problem. A strong logo needs to work as well at 1 inch high as it does at 10 feet.

Does your logo translate well to social media usage?
If you use social media channels like Facebook or Twitter or Instagram or others to promote and market your business, but your logo is not legible as a profile photo, you’ve got a problem. Your logo needs to be recognizable at very small sizes and usually most effective if it fits easily into a square space.

Does your logo feel dated?
If your logo uses a color palette that was popular in 1982, or if it features a font that has gone out of style, that dates not only your logo but your whole company. First impressions are critical and if your company logo looks like it was created 15 years ago, then it’s in the best interest of your company to update now. And to make sure that your new logo does not follow trends, make timelessness one of your first priorities.

If you said yes to any of the above, you might do well to consider a rebrand sooner rather than later. Contact the Gravity Marketing team to discuss how to start a rebranding project.

About the Author:

A Chicago native, Elizabeth moved to Milwaukee to attend Marquette University. Her journalism curriculum sent her all over the city, from covering local businesses, interviewing politicians and conducting research, to completing multiple internships. After falling in love with Milwaukee – and her future husband – she officially became a transplant. Elizabeth now has more than 15 years of reporting and public relations experience, along with numerous awards for her work across manufacturing, technology, agriculture, construction and professional services industries.

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