9
OPINION
If your logo no longer corresponds with your brand image and values, it’s time for a change. Your logo isn’t as cool as you think it is
I remember as a marketer earlier on in my career, I didn’t care for my civil engineering firm’s “eyeball” logo – it didn’t make any sense to me selling engineering services, and it had muted colors and weird gradations that were tough to work with digitally. I had begged and pleaded my CEO for years to consider a rebranding effort to no avail. Then one day a new, loquacious client mentioned that our logo looked a little phallic. A week later we had an external graphics company on board to go through a whole rebranding process in honor of our 10 year anniversary. I cringe to think about how many employees, clients, and vendors had thought the same thing over the years, but out of politeness or indifference never said anything.
Malory Atkinson
A strong logo can have a big impact on your business. More often than not, a logo has to be tweaked or adjusted to keep up with shifts and changes in your company (or even the design/technology world). This is especially true for businesses with longevity – the logo your firm created decades ago is probably not going to speak well to your clients in 2022 or even within the digital channels of the 21st century. A logo redesign may seem daunting and expensive, but making a commitment to breathe new life into
something that’s worked for a while – maybe even a long while – can pay off significantly. Your logo is an important branding tool for your company. It needs to be the right fit for the specific brand message you aim to communicate. Ask yourself this one question: Is my logo a current representation of my brand, my values, my firm as a whole? If your answer is “yes,” then you may also
See MALORY ATKINSON, page 10
THE ZWEIG LETTER JUNE 27, 2022, ISSUE 1447
Made with FlippingBook Annual report