If it’s not broken, don’t fix it.

That is my general stance on building and evolving a brand. When I start working with a new client, a common question I’m asked is whether the logo “feels” out of date. While some elements of logo design can become outdated (fonts, drop shadows, color), the real concern of the client is that something feels off with the brand… and it’s not necessarily the logo!

Companies evolve over time. Products and services change, your target audience changes, along the way you gain a deeper understanding of your market. If your branding or messaging has not changed, then you may not be connecting as well as you would like to. Periodic audits help evaluate where you are and where you want to go.

Apple ad designs iPod iMac iPad

These are all the same company—just growing and changing with new products.

Take Apple. Even before their iconic 1984 commercial, they were a computer company that had to convince consumers on the necessity of owning a personal computer. Over time, they became associated with the creative community, and adjusted their branding to focus on the individuality of their customers. By the time the iPod, iPhone and iPad were launched, Apple had become more of a lifestyle brand, and their marketing reflected that focus.

Apple didn’t plan these changes when they started their company—they evolved as the business grew and consumer needs shifted. Take a good look at your current branding, and compare it to how far it has come. Evolution is a step by step process, and consistent branding will make your marketing clear and consistent.

Here are a few things to clarify whether your brand is ready to evolve:

  • Plan ahead and piggyback. Change is accepted more easily if it’s tied to something you’re introducing. Do you have the opportunity to tie into a product launch or outreach campaign? See it as an opportunity to react to perceived changes in your market or target audience.
  • Know the tolerance of your market. Some markets rely on consistency and stability (finance, law, insurance) while others must stay up-to-date with trends and technology. As always when it comes to branding, the best decisions depend on who you’re marketing to.
  • Notice what should stay the same. Take inventory of what is memorable about your logo and branding. Think about what you’re doing right. In most overhauls, some elements should stay consistent for customer recognition. In Apple’s brand evolution, they didn’t change their icon’s shape; they just updated the interior color scheme.



Is your brand ready for its next evolution?

Want a second opinion? Contact us today to set up a free assessment. We can dive into your branding, figure out what’s really needed, and come up with a solution.