Apple. Nike. GE. Mercedes-Benz. Xerox. Pepsi.

These are just a few of the companies that have revamped their corporate logos over the years, but why did they do so?

The answers vary from mergers and industry repositioning to new management and new market sectors. Perhaps the most common reason companies change their logos is to appear more current. Design elements that were popular 30, 20 or even 10 years ago may seem outdated now.

When a business is just starting out, it’s not uncommon for someone with little or no design skills to create their logo on a home computer. As the company grows and establishes an identity, the owners can revisit the logo and decide whether or not to change it.

Make sure you have a compelling reason to change your logo, and consult a branding expert to help determine what impact that change might have on your target audience.

S&A Cherokee Graphic Designer Amy Waveris says, “Changing your logo should take some serious consideration. Do you want a makeover or an entirely new design?”

Makeovers are often the best and less costly option since you can incorporate the current look with some updated rendering, a cleaner font or a fresh color. Ford has revamped its logo numerous times but always retained the iconic script lettering.

A new logo often represents a “rebirth” of a company and signifies that it is forward thinking and can adapt to change. Procter and Gable completely changed their logo several years ago to appear more modern and less cryptic.

If your company desires a completely new look, Waveris says be prepared for your design team to ask a lot of questions. How would you describe your company now? Where is your company headed? Who is your audience? Has your target demographic changed? What new markets are you going after?

Starting from scratch is a lengthy process, but the end result could revitalize your company’s image.

S&A Cherokee uses a wide variety of communications specialties to ensure our clients are fully prepared to meet the demands of an ever-changing marketplace. Communications needs differ from one organization to another. S&A Cherokee assists with taking control of the communications process and develops strategies that are uniquely customized for each client.

To discover how S&A Cherokee can help you with your graphic design needs, contact us for a free consultation at (919) 674-6020.