Creating a Logo: Not One and Done


Your wardrobe, hairstyle, computer, password, contacts list and eyeglass prescription.

What do all of these have in common? Over the years we can lose sight of the things that are right in front of us that need some attention, that need to be updated.

Your wardrobe should not be stuck in the 80s’. Even though leg warmers and tube tops could come back into style, they may not be as popular now as they were (or as you think they were) back then. And big bangs will hopefully not come back anytime soon. Overall, we have many things in our lives that need updating.

It seems like time is passing by faster and faster these days thanks to newer technology, busy schedules and more distractions to take our gaze away from the things that are most important.’ We are bombarded with info from every corner of our lives and that has impacted our attention spans. When I go online nowadays, I don’t even see the ads anymore that line the sides of the pages, and I’m not the only one who has developed this ability. This very fact has a huge impact on your company. In a day and age where we can’t make it through a blog post without our minds wandering to our to-do lists, maintaining an up-to-date brand is key to success.

Gone are the days where you can set it and forget it. In our current digital culture, your brand needs to stand out in the sea of overexposure. If your logo was designed during a year starting in 19, you may want to take a second look at it. Logos seem to be aging more like dogs than Aunt Jean’s fruitcake these days. Companies are spending millions of dollars and countless hours to maintain current logos and brands.

If you look at the history of some of the most well known logos, you will see that in many cases their upgrade cycle is getting shorter in between updates. The competition for our eyes and our pocketbooks is getting more intense. Even companies with some of the oldest logos feel the need to update and rebrand.

Now these are not complete overhauls in most cases. It can be a small tweak of a letterform or simplifying a logo mark. These brand updates are intentional changes meant to bring a company’s image back into the mindspace of their target market and there is a lot riding on how it is accomplished.

Some reasons for updating your brand

  • Outdated
  • Your business has changed
  • Want to communicate your company in a different way
  • Stand out in your market
  • Simplify an overly busy logo

But the pressure to ‘keep up with the Joneses’ can cause a company to take a misstep. Redbox has redesigned their logo multiple times over the last few years and the feedback was not positive.

The logo on the left is from when the company was formed in 2002. The first redesign happened in 2016 and only lasted until 2017.

Then in 2017 they redesigned it again to many negative reviews.

DC Comics also had troubles of their own when they back stepped on the design of their logo. It must be really difficult to keep up with Marvel.

Here at Rokusek, we have made changes to our own branding over the years as trends have changed and as we have changed as well.

Branding, logo design and establishing your company’s visual voice is an important aspect of your overall marketing and should be done by someone with knowledge and experience in this field. One misstep could set your business back a step or two. Your relationship with the expert who first created your logo should not end once the project is completed. You should maintain a constant eye on your brand and how it relates to your marketing efforts. This is where that relationship with a skilled agency or marketing firm will benefit you in the long run.

With so much to think about to keep your company running efficiently, don’t let any aspect of your marketing be left to chance. Contact the right group of people to set you up for success. We can help!