Zaheer Dodhia, CEO of LogoDesign.net, is a serial entrepreneur, heading projects like ZillionDesigns, PCStore, HumminbirdInternational.net.
In a world that seems to get flipped upside down about once a week, permanence is a rare commodity, and transience is everywhere. Sometimes, we have to lean into adaptability, riding the waves and rolling with the punches. At the same time, it’s reassuring to think that we can create something that stands the test of time—especially as business owners, trend-setters and entrepreneurs.
Anyone with a startup knows how important a logo is, not just to the visual branding of a company, but to facilitate a connection between the company and the consumer. A logo is usually the first piece of branding that a potential customer comes across and the visual that the company is most closely identified with. They’re designed to be memorable, too—ask anyone to draw out the logo of Starbucks, for example, or Disney, and they’ll probably be able to come up with at least the basics. Ask them to draw a logo belonging to a newer company and they may struggle—even if the logo design is simple and minimalistic.
But is memorability the only factor that dictates how long a logo can last?
How A Logo Proves Its Legacy
In my experience, I’ve found that the main factor in proving the timelessness of a logo is just that: time.
The success of a logo will likely have an impact on the success of a business. But I believe the success of the business absolutely dictates whether a logo has a chance to survive or not. There are plenty of well-designed logos out there that went to trash when their parent companies bit the dust. If the brand doesn’t last, there’s a low chance for the logo to live on.
That being said, there are also plenty of companies that resorted to drastic rebrands in order to survive. Often, in that case, the existing logo is jettisoned in order to make room for an entirely different design, often completely different in type, color, style and tone. A classic case study is that of Airbnb; the original logo was a puffy font baby blue wordmark. In 2014, the company had a massive rebrand and sprung a neon pink stylized triangle. In my opinion, the new iconic logo certainly hasn’t had enough time to prove its chops yet.
On the other hand, a logo design doesn’t have to be well aged in order to prove its worth. Some may suggest that logos should be updated every decade or so—something I’ve written about in a previous article. That somewhat discounts how well the logo was designed to begin with. A turnover rate as rapid as that doesn’t really give a logo the chance to show whether it has what it takes to last.
It’s actually easier to pinpoint a logo that doesn’t have staying power than it is to be certain that it does.
Avoiding The Trap Of Transient Design
One of the biggest tell-tale signs of a logo that isn’t likely to last is how heavily it relies on current trends. It’s natural to want to utilize what’s popular at the time of design, but the transient nature of trends—in design and elsewhere—makes jumping on the bandwagon a tricky proposition for graphic designers. Logo design choices like rainbow gradients and photorealism may seem like a good idea at the time, but there’s every chance that they’re going to age like milk.
Another factor that often plays into how well a logo lasts is the simplicity of the design. Ironically enough, “simplicity” and “minimalism” end up on design trends lists over and over again. Unlike many other trends, this is because keeping it simple works.
It can be tempting to simply assume that your brand will benefit from regular updates to its logo. After all, the accessibility of logo design software makes it easier than ever to simply work up a new design on a whim. But switching logo designs out willy-nilly can ruin the chance of building a legacy—regardless of how well-designed the new logo might be. It takes time to establish a logo and make the connection between the business and branding in the minds of the consumer. Without that recognition, brand equity is quickly lost.
Equity in logo design.
Starbucks, Coca-Cola, Apple—all of these have such well-known logo designs that it’s hard to imagine anyone not knowing them by heart. While their logos have gone through more changes than we might realize without doing research into it, the designs at their core are the same. By keeping their logo recognizable even through minor upgrades and design tweaks, companies can make the most of the equity they’ve got in that logo. The more recognizable the logo, the more the company stays at the forefront of the consumer’s mind—and the more chances the brand has to strengthen and escalate the connection to its customers.
Finally, it’s noteworthy to understand that a logo design isn’t something that can be tossed off in five minutes, and depending on who a company hires to do the designing, a logo can cost up to $2,500. But a well-designed logo is one of the best investments an entrepreneur can make. Not only will it foster a connection with the target audience right from the beginning, it will create a lasting legacy as the business continues to build.
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