Go Ahead, Change That Ugly Logo – Part 1 of 2

By Daniel Andreani

A logo is worth a thousand words, but is yours saying the right thing? Changing it can be a complicated, time-consuming and emotional process, but at the end of the day, no one wants a sign on their company’s forehead that reads, “Unattractive and Outdated.” Creative Director Daniel Andreani explains why you may want to rethink your brand’s logo.


Daniel Andreani (00:12):

Usually, what I tell my clients is that basically a logo is a reflection of who you are. So, if we plan on changing it or if we plan on modifying it, I usually advise them, don't freak out. It's not that big of a deal. If it's old and dated, then your logo is doing damage. You look old and dated. Keep in mind that although the consumer probably doesn't care that much about your logo, they'd certainly get a feel from it. That feeling better be a good one. Otherwise, it doesn't matter how great your product is or your company is. If your mark is bad, then the first impression the consumer gets is that your product is bad.


Logo design isn't subjective. I hear it all the time. "It's a matter of taste. My logo is fine." And actually it isn't a matter of taste, it's a matter of knowledge and expertise. If design is not your specialty, how do you know if your logo doesn't look dated or too busy or silly, or even whether you're using the right font? The art of logo design is a really tricky one and only a few master it. And as a marketer, chances are you're not one of them, so the advice I would give you is to find and trust a great designer that can create or recreate your mark. It will be well worth the investment.


I know it must be really tempting sometimes, but you don't want to get your 17-year-old son to do it for you. Your son might have taken design classes and he might be willing to do it for 50 bucks, but you'll get what you pay for, a cheap looking logo and you know where that can get you. You need to be thinking in the long-term and nothing like a pro will assure that you have the right thing for the long-term. Yes, Nike did the swoosh for a few hundred dollars over 30 years ago, but they were really lucky. It's just like winning the lottery and very few people actually win it.


Watch Part 2 of this series: Go Ahead, Change That Ugly Logo – Part 2 of 2

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