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Investing in your brand is not a small decision. You may be asking yourself, what am I getting? How will I use this and do I really need it? These are great questions.

Strong Brands Evolve to Stay Relevant
Even if you have a thriving business, every brand deserves a well designed hardworking brand identity. In today’s environment consumers have a keen eye for proprietary branding and design, and the look of your brand is essential to standing out and being competitive in your market. Consumers expect great design and don’t have patience for outdated and/or difficult to use websites.

It’s Not Starting Over
In general, all brands benefit from a refresh every 10-15 years. Depending on the project, a refresh can address small issues like making sure old files are up to date to work with new digital platforms, or larger design challenges around aesthetics, usability and legibility. In most cases, a logo and brand identity created 15 years ago was created using old software, and influenced by dated design trends in typography, and graphics. In other cases, an established business may still be using a logo created by a family member or friend during “startup” mode. A refresh is a chance to define what is special about your brand, and revise essential brand elements to tell a more accurate brand story, which appeals to your customer.

Forget the Brandaid
As a general rule, if you “need a new website” (because it is not responsive, has too many pages, is riddled with dead links, or it is simply no longer intuitive) you probably need a refreshed logo as well. Great branding is approached holistically, ensuring that brand messaging and look reflect the current brand, and where the brand aspires to be. Applying an old logo and graphics to a slick new platform creates problems with brand consistency and often does not reflect a brand’s growth. The great news is that in most cases, clients switching from a custom website to a templated one save money on development fees, which can be used to refresh a brand and identity system. Even better, this approach allows a client to manage and update their own website easily.

A great logo does the following:

• says something about your brand

• builds brand recognition

• lives in a family of logos that can be used for different applications

• exists as proper, up to date file types and versions for different applications. This ensures that it always looks it’s best (e.g. not pixelated on your business card)

• is legible, at both small & large scale

• is proprietary and stand out (in a good way) amongst its competition

• is aesthetically relevant and feels current

• reflects, and is on par with the business itself

You need (and will get) more than just a logo. Here’s an idea of how much that costs.