Get your new logo off to a positive start

The decision to re-design a company logo can be quite exciting. A great deal of creative energy has been streamed into the design phase–from inspiration to concept to final decisions.

But beware. Careful consideration and planning will be equally important when you are ready to introduce the new look to your external audience and internal team. Failure to strategically launch your new logo may result in customer confusion and internal disorder.

A well-developed plan can help make your redesign effort go smoothly and capitalize on the excitement of change. The following are steps to get going:

1. Involve staff. Early in the design process, make the internal staff aware that a re-design is underway. Outline the reasons why there is a need for change. Consider hosting a focus group or surveying employees to get their input.

Changes that surprise employees may result in lower morale or resistance to adopt the new look. So anything you can do to include the team in the process will increase enthusiasm around the new look.

2. Get organized. Identify all of the places where the old logo is used (and surely there are many). Everything from exterior signage to ad campaigns to accounting forms must be accounted for.

It will be important to create a timeline and prioritize how you will replace the logo. Of course, it is ideal if all of the pieces can roll out at about the same time to avoid confusion. If this is not possible, start with instances of high visibility.

3. Generate excitement. Once the new logo is complete and a timeline is established, the new design should be introduced to the internal staff and key stakeholders. Consider making it a fun event or unveiling ceremony. Explain clearly why the design was chosen and generate excitement about the future of the brand.

Most importantly, teach the staff how to use the new logo. This training can be significantly aided by a brand standards document that clearly outlines how to use the logo effectively—and what to avoid.

Address the transition stage and timeline. Answer any questions employees may have. Get the staff on board; they are your most important brand stewards.

4. Show off. Once the internal team is educated, quickly announce the new logo externally. Remember to tell customers, investors, vendors and others. If appropriate, use public relations to get the media involved.

Other ways to announce the new logo include:

• Add a news item to your Web site and hype the new logo on the homepage.
  
• Send an email announcement or direct mail to your database.
  
• Submit a press release.
  
• Design a giveaway (T-shirt, mug, etc) that showcases the new logo.
  
• Host a party.

When implemented correctly, a new logo will create excitement and conversation. It will energize staff and capture the attention of your customers. Remember, this is just the beginning of the journey, and it’s important to get the logo off to a positive start. Remain organized and thoughtful throughout the process, and it will be fun!

For more information on this topic or to order multiple reports, contact Adsoka.

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