We live in a visually stimulating word, and even communication is leaning heavily towards pictures (Yes, we’re talking about emojis). That’s one reason why your company’s logo is more important than ever. It can be the first experience a potential customer has with your brand, so it should accurately represent who you are in that moment in time.

Updating your logo can go a long way to helping you stay relevant in a constantly changing business environment, and it doesn’t have to be some dramatic change, it may only require slight enhancements. It can be difficult to tell if you need to update your logo, so here are some things to consider if you are thinking about whether or not you should update your logo.

How Long Ago Was It Created?

While time isn’t the only determining factor when it comes to refreshing your brand, it is important, because things change quickly these days. Think of the most iconic logos: Google, Starbucks, Burger King, or Facebook, they all seem the same, but they’ve all gone through constant updates over the past few years to ensure that consistency. Like with art or music, design trends frequently shift and change.

The digital age forced many companies to rethink their logos because it changed how people took in your little icon. Complicated logos with gradients and complex features look great in traditional mediums, but they don’t look so hot on a mobile phone or computer screen. If you haven’t updated yours to stand out in the digital age, then it may be time to consider simplifying your logo to stand out online.

Your Company Is Changing

The only constant is change, and that’s especially true in business. You have to evolve to stay relevant and competitive—so why wouldn’t the emblem that represents who you are and what you do evolve as well? You may have started as a small, scrappy start-up, but you matured into an industry leader. Perhaps you started producing one thing, and expanded your capabilities into various industries. These kinds of things can subtly alter your company culture and focus of your business, which means you should update your logo to reflect those changes.

Amazon.com is a perfect example. They made their name as an online bookstore, and have evolved into omnipresent internet marketplace. In fact, you may not have noticed, but the Amazon Prime logo was updated a few weeks ago with mixed results.

Too drastic a change can be jarring to people so it’s important to find out what people like about your current logo and what things can be simplified or tweaked. It’s not something that should be entered lightly. Take the time to look at different executions and directions. It’s okay to trust your instincts, but it doesn’t hurt to have an impartial person give you honest feedback too. You want it to represent your company, stand out from the crowd, and feel modern. An outdated logo can make you seem out of touch, which can be a big problem in a competitive industry where you have to stay on the cutting edge.

If you’re having trouble establishing your brand in a crowded marketplace, you can always give PCG a call today. Our team will help breathe new life into your business.

About the Author

Nick Jiorle is a Content Writer at PCG with a background in copywriting, branding, and brewing craft beer. When he's not crafting optimized content for clients, you'll find him either brewing or out in the water in search of the perfect wave.