June 25, 2015 // Audrey Watson
3 Ways to Refresh Your Logo
Marketing should be a year-round focus. Many companies slow down—or even stop—their advertising campaigns during the summer months. So while your competition is relaxing on the beach, take advantage of the opportunity to position your brand a step above the rest. A logo is one of the major elements of a company’s brand. Check out the before and after examples below to see what an upgraded mark can convey.
The word “change” scares many business owners, keeping them from updating a company’s brand. But updating doesn’t have to mean a complete overhaul. Sometimes a logo facelift can make a big impact on the current look and feel.
When it came time to refresh The Center Club’s brand, we wanted to present the original logo concept in a professional way. Paying close attention to each shape and its relation to the others, we adjusted the sailboat icon so that it felt more balanced. We resized the sails, cleaned up the outlines of each shape and added a modern typeface to give the mark a polished look. The updated logo was then set in a warm brown color, making it feel executive, rich and respectful.
With this refresh, some minor tweaks were made to the logo to reinforce the company’s focus on Catholic market research. The cross, still shown in the negative space, is now formed by bar graph lines. To make the word “research” more prominent, it was changed to all caps. Finally, the company name was set in a slightly different typeface to keep the entire logo balanced.
“Out with the old, and in with the new” is often the case when it comes to rebranding. If elements of a brand aren’t working, sometimes it’s best to simply start over with a new idea.
The look of D&J’s original logo was very generic, with a color and style used widely throughout the medical industry. While we liked it’s abstract direction, the logo was in need of more balance, meaning and impact. The new icon, separated into three colors, reinforces the three services areas that D&J Medical provides—orthotics, prosthetics and compression. But, there’s more to the icon than just three random parts. The blue and green areas form an abstracted “D” and “J.” And, the shape of the negative space between each color was inspired by the shape of a prosthetic runner’s foot. Both are small details that associate the icon with the company and the services it provides.
Dr. Mary Cleaves
Dr. Mary Cleaves’s original type-set logo was extremely simple, and it didn’t say much about her business. We started from square one and worked to identify the message behind her brand. Dr. Cleaves sees her business as the center for living healthy and happy. We translated these ideas to a playful mark. The tree represents her practice, helping clients live a healthy life. The tree also includes an abstract outline of a rejoicing figure with arms raised. Adding a descriptive tagline and a bright color scheme, and Dr. Cleaves logo certainly stands out from the crowd.
In our work, we work with some companies that are composed of several subsidiaries. When they are searching for a new look, we may recommend a brand consolidation—where we unify all divisions under one cohesive mark.
In this case, eFoodcard underwent a more comprehensive rebrand, unifying several existing sub-brands. The logo is simple, but grabs the consumer’s attention with the bright red color. Now, instead of maintaining several state-specific entities, eFoodcard is able to focus on national growth under one brand.
This particular business was known as YogaFresh in the spring/summer and SoupsFresh in fall/winter. There were many challenges of maintaining a seasonal name change, so a brand coalition was in order. After finding out the most popular—and profitable—items sold were fresh juices and detox smoothies, we came up with the name Juicetree. By associating as a cafe, a consumer would expect to find wide variety of food and beverages under one roof. The leaf imagery and color choice reinforce the fresh, natural and healthy choices that are available.
Why it is Important to Refresh
Keeping traditions is important, but accepting new ideas can keep your logo relevant. Whether you’re in need of a little upgrade, a complete overhaul or a brand consolidation, know that you can achieve an updated look without completely redirecting the brand.
Consumers are more likely to use services and buy products from brands that are familiar, established, and trustworthy. Every time a potential client hears or sees a business name, it gets registered in their memory. Making a connection with your audience often starts with your logo.