Why does Apple’s (NASDAQ: AAPL) Logo have a bite taken out of it? Interestingly, legend has it that the original logo was dedicated to the English computer scientist Alan Turing, who died by biting into a poison apple. However, designer Rob Janoff gives a much simpler explanation, one that makes a lot more sense – The ‘bite’ is mainly there to show size and dimension so that people don’t confuse it with a cherry. What does this have to do with logo redesigning? Let’s get to that…

Visual Impact Trumps Verbal Impact

Before we dive into the logo redesigning, let’s first discuss why your logo plays such a huge role in building your Brand value. Going to Apple’s example, visual clarity is what makes a brand’s logo distinctive and adds to the company’s brand recall. And, isn’t recall-value everything? The company has indeed done a fantastic job in empowering their customers and potential customers with their logos and brand names, therefore making their products easily recognizable. So much so that, when we hear the name Apple, we instantly can visualize the company’s distinctive logo.

The story is the same with most brands. Research shows that customers form an impression about your brands within the first 10 seconds of looking at your logo. The first impression matters and it’s best to get it right! What’s more, it takes only 5-7 impressions of your logo for customers to remember it. Most brands are identifiable through their logo, brand name, and tagline. This trio acts as powerful marketing tools and also important brand elements. Logos are the face of a brand and go a long way in telling a company’s story by conveying a brand’s personality, sensibilities or product uniqueness.

Related article: Top 3 Online Applications to Create Custom Logos

A lot of thought goes into conceptualizing a logo – For example, the original Apple logo that had rainbow coloring was designed to show-off the screen’s color capabilities and to humanize the product. Nevertheless, no logo can stay relevant forever. As times change, certain design sensibilities stop making sense. When you redesign your logo, you give your brand a refreshed personality, which continues to be relevant in the dynamic business environment. Be realistic, antique might be a trend, but being old and boring is detrimental. So, how do you decide that it’s time get a makeover?

When Old is no Longer Gold

Aesthetics are a strong point of logos, and by sporting an old design, your brand starts to become less appealing and stale. No matter how iconic your original design was, there are tell-tale design elements that give away the decade in which the logo was created. Modernization of your logo will show passion and also highlight the brand’s dynamism in keeping up with the changing times. Think of it as a trend. Would still sport the 90s hairstyles or the 70s fashion sense? Well, the answer is apparent, isn’t it?

Steep Growth Trajectories

As your company grows, it’s essential to ensure that all your brand elements support this change. For instance, in 2012 Domino’s (NYSE: DPZ) dropped the word ‘pizza’ from its name and logo, as their menu no longer restricted itself to only pizzas. Logo redesigns are an important aspect of a company’s growth trajectory – it shows positive change and helps signal fresh direction. Apart from reflecting your new services and products, the logos should also reflect personality changes as the company evolves. For instance, as a company moves towards being eco-friendly, such colors and elements can be used in the design elements as well.

Be Dynamic with Changing Times

Tastes and preferences change, along with your audience’s mindset. Maybe your brand suited the customer’s mindset a decade ago; now that times have changed you don’t want to seem like an ‘old uncle’ in the market. A refreshed look and feel allows your business to reach a new audience without letting go of your existing customer base.

Be Visually Universal

Dated designs with cluttered detail, elements and gradients don’t adapt well onto digital platforms. You can’t have multiple logos on multiple platforms; it would only confuse your audience. You need to redesign your logo so that it translates well both offline and online, suiting your universal needs. As you add new channels as a part of your branding strategies, it’s important to recheck and redesign your logo to ensure you have the same brand imaging across all your marketing platforms. When you redesign your logo, you transform and redesign your brand, but remember, all your efforts will be naught, if you don’t back it up with effective marketing strategies.

Author Bio:

With Expertise in digital marketing and advertising, Akshara Bala can be found strategizing, developing and writing various forms of content. She loves reading and finds technology quite fascinating. When not in front of a backlit device, she can be found doodling and sketching. She is affiliated with QuickCompany, which deals with Company Registration, as well as, Intellectual Property, Trademark registration and other legal compliance issues.

The post Top 5 Reasons to Redesign Your Logo appeared first on .