What You Need To Know Before Refreshing Your Logo

Brand Refreshes vs. Rebrands

Before diving into logo design, you need to understand the difference between a complete rebrand and a simple brand refresh. Rebranding focuses on completely overhauling your company’s look and feel.

For established enterprises, a rebrand can confuse customers because they expect your product to look a specific way. A refresh is an effective option if you want to retain your public influence while benefiting from updated branding. A brand refresh adjusts certain product elements to further develop your image rather than shifting identity completely.

Rebranding Logos: The Negative Effects of Resisting Change

Stagnation: A never-evolving logo can make your brand appear stagnant and outdated, failing to resonate with modern consumers.
Loss of Relevance: In a changing market, an unchanged logo can lead to a loss of relevance, as it may no longer reflect your company’s identity, values, or offerings.
Competitive Disadvantage: If competitors refresh their logos to stay current, your outdated logo could put you at a competitive disadvantage.
Failure to Attract New Audiences: A logo that doesn’t appeal to newer generations may hinder your ability to attract younger customers.
Inconsistent Branding: An outdated logo can lead to inconsistencies in your branding, confusing customers and diluting brand recognition.
Negative Perceptions: Consumers may perceive a reluctance to adapt or innovate, harming your brand’s image.
Missed Branding Opportunities: A refreshed logo is an opportunity to reposition your brand or highlight new strengths and values. Not rebranding means missing out on these growth opportunities.

Benefits of Investing in a Logo Refresh

Your logo is more than just something you slap on products—it’s a device that conveys what your brand is about. Refreshing your logo design delivers the following benefits for your business:

Higher Sales

The quality of your label can make or break a sale. When you refresh your logo, you increase your product’s shelf appeal and create a better perception of your business. A good logo also implies that your product is high-quality, establishing trust with potential customers.

Greater Personality

A good label requires more than simply describing your product. The best designs make your products come to life with a personality that represents your brand and evokes emotions.

When your brand has an identifiable personality, it’s easier for consumers to relate to your company’s values and motivations. This makes them more likely to buy your product, as they feel a sense of familiarity with your business.

Company Recognition

Familiarity drives the advertising industry, and product labels are no exception. Refreshing your logo with eye-catching designs makes your brand immediately recognizable. Before they know it, your customers will start associating specific colors and themes with your business.

This back-of-mind association helps your product stand apart in the crowd. Once customers begin to recognize your goods, they’re more likely to choose your products over competitors.

Staying Competitive

Standing out can be challenging for newer businesses looking to break into an established market. To get ahead of the competition, focus on refreshing your logo with designs that highlight the uniqueness of your product.

A personalized label helps attract the right customers for your business. While your competition focuses on maintaining their image, a branding refresh will draw new attention to your products.

Brewing up a new product? Take a look at our beer label best practices to make your brand stand out.

Beer Label Best Practices

The Basics of Rebranding a Logo

To create a high-quality logo, focus on three things:

Identifying Your Target Audience

You can’t refresh your logo and expect it to stand out without first identifying your target audience. A successful logo depends on aligning your product design with characteristics that resonate in your customers’ minds.

To find your target audience, ask yourself:

What demographic do I want to target?
What do I want to draw their attention to?
Will images or phrases capture their attention better?
How much is my customer willing to spend?
Are there any trending topics I should include?

Answering these questions will create a rough blueprint for your logo refresh.

Developing Your Message

What good is drawing attention to your logo if your conversion rate stays the same? Your label needs firm messaging that persuades customers to try your products.

To deliver effective messaging, consider why you started producing goods in the first place. Successful businesses are based on solving customer pain points. What pain points does your company alleviate?

Once you find your motivation, you can start brainstorming ways to express it to your target demographic. Effective messaging is crucial to making your product stand out.

Telling Your Story

Building your brand’s image is all about telling a story, and refreshing your logo is an excellent medium for doing so.

You should paint a picture in your customers’ minds that plays off their emotions while promoting your product. Focus on finding the right imagery to accompany your messaging. If done poorly, your logo can be tough to understand. If done correctly, you can create a label that pops off the shelf.

Why We Continuously Perform Logo Refreshes at USTL

U.S.Tape and Label improves the branding of other companies by combining innovation with creativity. But we wouldn’t explain why you need a refresh if we didn’t do it ourselves. Our design solutions are so effective that we walk the walk by regularly updating our logo.

Whether highlighting our company culture, acknowledging trending themes, or reflecting on holidays and diversity, USTL focuses on small refreshes that share our story and improve our branding.

Refresh Your Logo With USTL’S High-Quality Design Services

Don’t settle for a one-size-fits-all logo refresh. The product you’re bringing to the market is as unique as your business, and you need a provider who recognizes that.

U.S. Tape & Label revamps your branding with industry-leading technology that creates quality logos your consumers will notice. Ready to take the next step? Start refreshing your logo with USTL today.