Your Outdated Logo: Honor History or Redesign?

We see this much more often than you’d think. The story usually goes like this:  

A company is founded in the ‘50s or ‘60s selling… SOMETHING. Let’s say it’s shutters. Grandpa has a passion for it, begins building them in his garage, and it grows and takes off. The majority of companies in this space at the time considered the logo and branding secondary – it didn’t REALLY matter, as long as the products were quality. Sometimes a nephew would design a logo. Sometimes the actual owner drew it. Maybe – MAYBE they got an advertising agency to design it, but the thought put into it was minimal.  

Fast forward. The company grows and expands. Acquires or builds a manufacturing facility. The second generation takes over. Maybe even the third. New products are added, the mission may have expanded. Maybe there’s a higher end version of the product. Suddenly, that logo that’s been around for decades is no longer indicative of the company it represents. But because it’s so engrained in the business, the thought of changing it feels like blasphemy.  

As they see it, they have two options as far as the logo goes:  

1. Honor the past and keep the logo as-is, realizing that the longevity is important.
2. Re-design the logo for a new century, new buyer, new marketing environment.

Which answer is correct?  

In my professional opinion, it’s both.  

Here’s the deal – your logo MATTERS. It’s the first impression buyers have of your business, and let’s face it – times and tastes have changed since your business was founded in the Johnson administration. Fonts, colors and icons that once may have seemed cutting edge may now appear a little dusty, and will date your business and give the impression that you’re not keeping up with the times.  

But here’s the good news. You can bring your logo into the 21st century AND honor its history and longevity.  

One of the absolute BEST decisions a company can make, especially if you’re selling to affluent buyers, is to invest in a professional overhaul – not a redesign – of your logo. Here’s what I mean.  

There is an essence to your logo – something that sets it apart, that resonated with individuals when your company first started. Think about Coca-Cola, one of the most iconic brands in the world. You can instantly picture the logo. However, it’s been overhauled TEN TIMES since the company was founded. The essence was the scripty font, connected letters, variation in the Cs – but they overhauled it throughout the brand’s history to keep up with the changing times.  

Another great example is the Ford Motor Company. The company was founded in 1903, and went through several versions of a logo for the first 6 years of its existence. But in 1909, it adopted a version of the script “Ford” text that we all know today. Over the company’s 100+ year history, it has been tweaked 9 times to reflect changing customer tastes, but has stayed true to who it was. Your business can do the same.  

A great designer can take a logo with history and pull out the essence, letting you honor its past while preparing it for a bright future. When you do that, you’re giving your logo a higher-end feel, and attracting affluent buyers.   

If your logo is in need of a little nip and tuck, we’re here to help. Script helps luxury outdoor product and service businesses connect with and sell to affluent homeowners.