Knowing when to update your logo is critical to making a good impression on your potential customers. Sometimes your business will go through major changes (moving locations, new product lines, etc.) When that happens, a logo redesign usually follows. But what about routine updates? There are some major trends in corporate logo design that you (as a business owner) should know. So, what are some of the tell-tale signs that your logo is outdated?
For one, a serif vs sans-serif font type. Many current logos are using a “sans-serif” type, and it’s worth considering updating your look to match.
If you don’t know what serif type is, it’s the little tails that extend slightly off of each letter.
Serif typefaces look more traditional and conservative, and back in the day, this look gave your business logo a professional look and feel.
But recently, “casual” font faces have become more popular.
A sans-serif typeface looks cleaner and more modern. Also, sans-serif follows the modern trend of logo simplicity. Remember: less is more.
Another element that can hold your logo back in time is too much embellishment. When there are too many elements surrounding your logo, it becomes more difficult to understand what the logo is attached to. When lettering is too fancy with lots of loops and italics and other symbols and icons surrounding it, your logo can look messy and unprofessional.
The simpler it is, the better it is.
For a better understanding, here are some examples of companies that recently made major upgrades by simplifying their logos:
The real estate company Windermere recently went through a logo redesign. They cleaned up their look by simplifying their logo, font and color. They went from a serif font to a sans-serif font. They changed their diamond logo to a more simplified, modern version and made the colors more bold so that it would stand out.
In 2016, Alaska Airlines decided it was time for an update on it’s image. From its italicized, rough edged font to a smoother and more sleek design with a little pop of color.
The airline wanted to keep elements of its original logo, but modernize it with minimal serif type and more smooth and streamlined readability. The colors also got an update from it’s dark navy blue, to a lighter teal blue.
This coffee giant has made some major logo changes throughout the year. The original logo was black and white and had their famous siren which was intricately drawn in the middle and enclosed by a ring with ‘Starbucks’ written at the top and ‘coffee,’ ‘tea,’ and ‘spices’ written along the bottom.
Eventually, slight changes were made to the logo such as changing its color to green, adding stars around the ring and simplifying the image of the siren.
Today, Starbucks’ logo is just their famous green mermaid. Because they have brand recognition, Starbucks really simplified its logo by taking out its own name and just leaving the symbol of the siren on its cups. With a coffee brand so large and well known throughout the world, it was possible to redesign their logo to be this simple.