Is it time for a logo redesign? I’m not talking about how many months or years have gone by since you last commissioned a logo design. (Even a brand new logo could be doing your brand a disservice.) I’m talking about the appearance and function of your logo. Is it accurately representing you and your brand? Is it effective in every medium and use?
We often get emotionally attached to logos, making it hard to tell when a logo isn’t working as hard as it could be. Even worse, it’s hard to tell when your logo might be hurting your brand image instead of helping it. To help you review your logo objectively, here are five indicators that it’s time for a redesign.
It might be time for a logo redesign if your current logo:
- Uses dramatic gradients. A gradient is a design technique in which one color blends into another. This technique works best if the shift is subtle, such as from a dark blue to a slightly lighter blue. However, a more dramatic shift, like blending a dark blue to a light yellow is not as attractive. Dramatic gradients tend to look dated and make a logo difficult to read when it’s viewed at a small size or on social media.
- Uses heavy drop shadows. A drop shadow is an effect that seeks to add a sense of dimension and realism by adding what looks like a shadow of an object or text. Obvious, dark shadows are distracting and can also cause legibility issues.
- Has more than three elements. An icon or monogram, your firm name, and a tagline are all that should be in a logo, at most. The best logos often get away with using only one or two of those elements. The more elements make up your logo, the more complicated and visually overwhelming it gets. The best logos are instantly recognized, which makes simpler a better choice.
- Uses more than two fonts. While it might seem counterintuitive, using fewer fonts actually creates a more polished, professional look. Using multiple fonts adds visual clutter and can be confusing to viewers. Stick to using two or fewer.
- Is ineffective when in black and white. There will always come a time when your logo must be viewed in black and white. If your logo is dependent on color for an icon to be recognizable or for text to be legible, then it’s time for a redesign. Color should enhance your logo, not define it.
Did your logo pass the above criteria? If so, great! Let your logo keep on working hard for you. If not, give James a call today. IMS has a great team of designers that can tweak your law firm logo and branding to present a cohesive image and encourage brand recognition. We can’t wait to give you a polished, professional image!