Time to Refresh? 3 Tips for Updating Your Logo

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To make a strong first impression on consumers, businesses need an impactful logo.

Despite the importance of a logo, businesses with just a handful of employees often struggle to design a memorable one with their limited budgets.

A new study from Endurance International Group, a cloud-based platform solutions provider, discovered that 15 percent of small businesses with five employees or less have no logo at all, with 56 percent of businesses having designed their own logos without any professional help.

"A standout logo and impressive Web presence are important parts of building a brand even at the very early stages of building a business," Michael Kesselman, executive vice president of innovation and strategy at Endurance, said in a statement.

The research revealed that more than a quarter of small businesses are planning on changing their logo in the next few months, Kesselman said when thinking about logo design, it's best to keep it simple.

"Small business owners should choose a design that has staying power, but it's important to be open to small iterations over time," he said. "Brands may need to refresh their logo as the company evolves, expands, and takes on new audiences – just don't lose sight of what makes your brand recognizable – whether it’s a signature color or graphical element."

To help small businesses refresh their logo, Endurance offers several tips.

• Ask your audience. Social media makes it easy to communicate directly with customers. Engage customers in the process by asking for input and even allowing them to judge potential designs.
• Keep it simple. A complete brand overhaul may alienate customers, so less is more when it comes to a refresh. Focus on one or two elements and make subtle changes.
• Communicate the change. To avoid confusion, the refresh should be consistent at every touch point for customers. Ensure a seamless experience by communicating the change with employees and updating marketing materials.

The study was based on surveys of 491 small businesses with fewer than five employees.