- Here's a typical scenario.
A client calls me and asks me to redesign his
or her company logo.
When I ask why, the client may say, it's old,
or nobody likes it.
It's rare that someone is crystal clear as
to why they need a redesign.
It's your job to help identify the reasons and need.
The easy way would be to simply redesign the logo,
bill the client, and move on to another project.
But that won't solve the problem.
It will simply be a Band-Aid.
It's time to dig in deeper.
The first step is to gather as much information as possible.
You need to understand the current audience,
products and services, reputation,
competition, and financial performance.
The client can provide some of the information
and his or her insights into these issues.
But like many of us, if the client is too close
to the subject, they may not see the reality.
So do the research, ask current employees
who they think the audience is
and who is the closest competition?
Ask your client for the names of some customers,
and find out what they think about the product
and the client's reputation.
I also like to speak with the people who run things.
Does the content management system
for the website work well?
How do they order business cards?
Is someone putting labels on bottles by hand
rather than printing directly onto the surface?
Any logistical issues should be routed out
to make sure the redesign creates a better solution
and makes work easier, not harder.
You may learn that the problem is not the logo or design.
Perhaps there is no reason to change it.
Years ago, I was asked by a major television network
to redesign their classic logo.
The logo had visual recognition equity.
The brand had done nothing awful,
wasn't changing its programming,
or moving into a different business.
Throwing out the old logo would lose 50 years of equity
and millions of dollars that were spent
to create a proprietary and clear brand identifier.
When I returned to present new concepts,
I showed the CEO the old, or classic, logo.
I explained why it shouldn't change
in terms of audience and brand equity.
But I redesigned all the materials surrounding the logo.
It provided a fresh flavor without throwing the baby
out with the bath water.
A redesign is in order if a new solution will have
a positive impact on the brand, service, or product.
It's a good idea if your solution solves a logistical issue
or adds an audience.
Of course, if the public thinks the client's
company is evil, it's probably a good time
to rethink the name, products, and visuals.
And sometimes it's also fine if there's a new big dog
at the top who simply wants his or her own version designed.