Your logo may be the first thing potential customers notice about your company, so changing it is not a move you should make without proper consideration. If you're considering an update, address these questions first to ensure you know what you want the new logo to convey--and if the overhaul is warranted to begin with.
1. Why should I change? Because a brand is struggling or just needs a refresh, says Milton Glaser, who designed the Brooklyn Brewery's logo. For instance, Mashable, a tech site, didn't want to alienate readers, so it changed its light blue M to a box with a tiny white M.
2. How far do I go? "With most logo designs," says Glaser, "the continuity between the old and the new has to be seamless so the customer will understand you're talking about the same can of beans, except, of course, new and improved."
3. Is my logo outdated? "If you find that stylistically and visually, you see elements within your logo that appear dated, and if you feel like it has a very consistent vibe with a time period, that's usually a good time to question it," says Jeffrey Martin, staff designer for Sightpath Medical in Minneapolis.
4. What do I want my customers to "feel"? "One of the first things that I advise a small business to do is to figure out what the emotions are that you want to convey and how we can roll that into the presentation of your logo," says Martin. The Gerber baby makes you feel nurturing, while Hello Products makes its toothpaste seem fun.
5. If my company were a famous movie character, who would it be? A very Barbara Walters question, but it forces the client to get creative, says Armin Vit, of Austin's UnderConsideration agency. James Bond may connote masculinity; Katniss Everdeen is strong but feminine.