5 THINGS EVERY BUSINESS SHOULD KNOW BEFORE UNDERGOING A LOGO MAKEOVER

GREEN BAY, WI, July 11, 2005 — Arketype, Inc., a Green Bay advertising and design firm, has been performing logo makeovers for more than 13 years. Through its work with both large and small companies, the firm has developed some key considerations and suggestions to help businesses reach sound decisions about when and how to undergo a logo makeover.

Here are five things Arketype believes every business should know before putting its logo under the knife.

1. Your new logo must work overtime. A logo represents your entire business, its mission, products, and services. It’s important that it appropriately reflect your company’s most positive qualities. But that’s not all. It must also actively promote your brand identity and reinforce customer loyalty.

2. Your new logo must be good at multi-tasking. Your logo should be integrated into every niche of your business. Consequently, it must fit all applications. From business cards and stationery, to signage, packaging, ads, and brochures—even delivery trucks or embroidered uniforms—you’ll want to be certain that your new logo will work wherever it’s seen. This requires careful consideration when developing colors and design to make sure your new logo works in both small and large formats, and within print or electronic media.

3. Your new logo is a business investment. Because your logo communicates volumes about your company and its mission, it’s vital to invest the time and resources necessary to ensure that it will perform—today and for at least the next ten years. Be strategic about your rationale for changing it. Protect your brand and invest in a professional outcome. When working with a design agency, insist on seeing a multitude of thumbnail sketches and versions before narrowing down the field.

4. Your new logo should be taken out for a trial run. When developing a new logo, always conduct research to ensure it can be protected, and likewise, doesn’t infringe on existing trademarks. Analyze the competition, the market, and your industry to make certain that your new logo choice will stand apart from the crowd.

5. Your new logo can be implemented incrementally. Converting the use of your old logo to the new one can be an expensive undertaking. Therefore, think strategic about implementation and introduce your new logo in calculated steps. Convert your higher visibility items first. And don’t skimp on your biggest visibility items—stationery and business cards. These make the most impressions, the most often.