The Anchor: 5 things brands must keep in mind while opting for a logo/design change

13 Dec,2012

By Rajesh Varma


Times change, people change, and outlooks change too. Things which were contemporary yesterday are passe today. Hence, to walk with changing trends, logo redesigning becomes obvious. While redesigning our logo, we should keep the following things in mind:



A logo should tell a story. About the activities of the company. What they are into? The over all personality of the brand should be conveyed through its logo.  A brand could be sober, a brand could be jazzy, it could be serious or cool, and there is a long list of personality types a brand can pick from.


Similarly, logo also defines business. This brand is all about educational endeavours, that one is all about creative industry, I do this and you do that. Consequently, while redesigning a logo one should script a story very prudently.



A logo should be simple. A simple logo design allows for easy recognition and allows the logo to be notable.



A logo should establish a clear brand positioning. Like “We are Dynamic and flexible.” The logo should create a brand offer in such a manner that it occupies a distinctive place and value in the customer’s mind.



An effective logo should be able to work across a variety of mediums and applications. A logo should be such that it can be scaled to any size. The logo should be able to work in all formats.



A logo is an identity. It expresses individuality. Therefore, it should be unique. Like human face, it’s the face of a company. One should recognize it as a different identity from others.


Rajesh Varma is Founder Director at CRI Events


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