logo updates / intervals
- Started
- Last post
- 8 Responses
- bjladams
we recently finished an identity & guidelines for new branch of an existing company - at the end of the job we were asked at what future intervals would we need to revisit the design, for the sake of keeping it current-
i.e.: investing smaller sums over the years to help the brand evolve/grow fluidly instead of a larger amount every 10 years or so for a dramatic change.we've settled on 1 year, then every 2 years following.
in general, how often do you think that brands/identities should be updated?
- Amicus0
In general a logo should only need to be changed when there is a significant change to the strategy or ownership. The better designed a logo is the longer it should last.
The overall identity should last at least a few years, however advertising campaigns should be revisited whenever they old ones have stopped working or lost relevance.
- detritus0
Depends upon what you're talking about - ideally a 'brand' or logo or whatever you want to call the singular encapsulated catch-all mark should never change, whereas the brand overall is a constantly evolving form that develops with every phone enquiry, every package sent out, every customer interaction.
- bjladams0
we're not looking at creating new logos - but more along the lines of updating standards. visiting supporting type, usage, tweaks, graphic allowances and so on.
also visiting things as they grow - pantone colors for print don't always transfer to cast metal signage colors, or translucent vinyls for day vs illuminated applications. things they don't need now so much, but will grow into.
in the past i've worked with teams who do nothing but update logos/standards for fortune500 companies. stuff most people never realize, just slight evolutions.
- fadein110
brand refresh regularly.
logo should last a few years though.
- Fax_Benson0
Put them on a small retainer and keep a dialogue with them - charge for anything specific on top. If you call them out of the blue every couple of years to see how they're doing, you'll already have missed the developments that should have been ongoing.
- hellobotto0
Quarterly (if not monthly) check-ins and annual reviews. The regular check-ins can be viewed as maintenance, the reviews meant as evaluations/pivots.
By establishing a regular pattern of review, it keeps things nimble without being silly. New technologies and improved processes might not be able to wait until the next year, so maintenance allows opportunity to take advantage of this. Proactive attention in this capacity helps establish a perception of leading (by the agency and client team) rather than responding.
If regular, steady work is already present, then there's no need to charge a separate retainer unless the volume of requests warrants one. As a reliable resource who works for this client consistently, you know you're already a brand steward for them, so the added value you're bringing each month/quarter is icing on the cake.
P.S. Sounds like a great client. Not only do they have the foresight of brand planning, but it reads like they want you there with them. Win-win.
- sabatizer0
I see 2 kinds of updates:
1) small updates to make files more efficient/work better
Things like updating templates, changing powerpoint guidelines, etc., adjusting weight of a logo file for embroidery, etc... But not adjusting the main, full color logo. (Too many versioning issues if you re-release these files too often.) Doing this depends on their internal people, bandwidth and budget – if they have a design team (or someone/people) who can receive and keep track of edits and updates, this could be anywhere from a quarterly review/update to a full time gig for someone either on their own or working with an agency.2) Evolutionary changes to the main logo (and design system – colors, imagery etc)
Brand systems live longest when you keep the core concept of the logo the same, but evolve the style to match current trends, fashion, etc. Obvious example is apple logo from stripes to candy to metal to glass following trends in materials and their products. This should happen every 3-5 years, as styles change and evolve, and (again depending on the team) probably will involve an outside consultant/design studio.
- i_monk0
My client has changed – sorry, evolved – their logo three times in the last two years.
So, not that often.