Blog

Why your logo matters…and needs to change

Elefint
Design Tips

You know your logo matters, but do you need help articulating why?

Many of our clients include organizations that were established decades ago, and while their program model and philosophy may have evolved over the years, the logo and brand are often left behind in the dust.

The reasons for this oversight vary; perhaps no one ever recognized the need, or the founder has strong attachment to the original logo. And while there may be rare cases that logos and brands don’t need to be refreshed over time, most often they do. If you look up any successful company’s logo history, you’ll see that even the slightest tweaks are valuable. For example, see the details of Target’s story.

Organizations in the nonprofit sector can reap the rewards of investing in a brand refresh too. In our work with good causes, some clients have hesitancy about changing up their logo and need help in understanding why doing so is important. Here’s what we tell them:

In our work with good causes, some clients have hesitancy about changing up their logo and need help in understanding why doing so is important.

  1. An organization’s logo is the visual representation of who you are and what you do. It creates recognition in the market, and instills a feeling of value and trust in the consumer. The logo, along with your organization’s name, is one of the main things that make you memorable.
  2. Good logos should be unique and comprehensible to potential stakeholders and designed in a way that gives some sense of meaningabout the organization.
  3. Logos also are a shorthand way of referring to the organization in marketing materials and provide an anchor point for the fonts, colors and design choices in all other marketing materials.
  4. And finally, having a professional looking logo builds trust. If your logo looks like it was designed in Microsoft Word or clip-art-esque, potential stakeholders may question how well you are able to deliver your core program activities.

IN SUMMARY

We understand how scary a brand refresh can be. We’ve had a lot of change ourselves at Elefint recently as we rethink and reorganize how to best bring great design to good causes. As we’ve changed how we work and our services, it made sense for us to refresh our logo and brand too, and that’s exactly what we did. You can read the details of our experience here. The process has been an exciting one, and we have just as much fun helping clients like Common Impact and Leadership Public Schools (in progress) rethink their visual identities too.

We’d love to hear from you. Share your thoughts or comments on change and visual identities to info (at) elefint.com.