When it comes to your business, your logo is a critical aspect to how people perceive and remember your brand. It’s vitally important that your logo tells the right story to your audience. You want it to accurately convey the values and personality of your brand effectively across all touchpoints.
When was your brand’s logo designed and created? A lot of brands and institutions have logos that were designed many years ago (100 years and older is some cases). They have long and proud histories that are to be celebrated. But the reality is, the world has moved into the digital age and these businesses may find that their logos don’t translate clearly into the digital space. If this is the case, it might be time to consider an evolution of your brand’s logo.
A considered logo and brand evolution can address these issues. They make the logo clearer in digital application, easier to reproduce and ensure clarity and balance across your brand touchpoints. A logo that is complex with a lot of fine detail might look great on a letterhead but be completely unrecognisable on a website. Let’s outline some examples below.
Established in 1899, FC Barcelona is one of the most well known and successful football clubs in the world. The club recently introduced a revised crest and new identity designed by Spanish agency Summa. It’s a wonderful example of a historic logo given new life, while being faithful to the brand’s history.
“This evolution is faithful to the historic elements in the crest and also makes it easier to reproduce, especially in the increasingly important digital media. Its features include greater balance and power in the blue and maroon colours, a more prominent football, as the iconic representation of the Barça style of play, simpler, more homogenised shapes and colours and the elimination of the FCB acronym, not explanatory and in disuse.”
Founded in 1514 in England, Trinity House is dedicated to safeguarding shipping and seafarers, providing education, support and welfare to the seafaring community. In 2018, Better Brand Agency undertook the task of redesigning the logo to fit with modern communication requirements.
“The overly complex and thin strokes of the existing logo make it extremely difficult to use at small sizes, on screen or in fabric executions. A core part of the challenge is to re-render the logo, simplifying it so that it can be used successfully and modernise without losing its meaning or sacrificing its stature.”
Here at Ten Four we recently had the task of evolving the iconic Dracula’s logo. Our goal was clear – to maintain the distinctive tone that is familiar with audiences, while bringing it into the modern age. Read our case study to find out more about how we achieved a great outcome.
Does your logo need to be updated for the modern age? Give us a call and we can discuss your project.