August 13, 2010

Do You Need a Trim?

Have you ever woken up in the morning, looked in the mirror, and realized you could use a trim? In that moment you imagine yourself jumping into that chair, snapping on the smock and letting a professional clean you up.

Your logo may be facing a similar identity crisis – maybe it feels a little scraggly, a little tired, a little too stuck-in-the-70s / 80s / 90s. You don’t love your logo, but you feel you can’t change it because people know it and identify with it. So what can you do to give it a bit more modern and timeless look? Give it a haircut! A logo haircut.

This nifty design idea got its name from one of our design idols. A logo haircut takes your existing logo and transforms the look of it to be more modern and appear more current. The benefit is that your logo keeps the basic qualities that make it familiar, while converting it into a more timeless representation of your company. Your logo means so much about how your company is perceived by potential customers, and making the right first impression can make or break a sale.

This isn’t a new idea, but companies don’t seem to be utilizing it as much as it they should. Some of the most successful companies in the world have given their logo a little trim throughout their history. Here are a few examples of successful logo haircuts that you might see everyday:

Google faced a common issue in that its older logo was a bit heavy-handed. The thick type was hard to read and the drop shadow came right out of the 90s. Snip, snip and now you have a fresh look that will last a long time.

When a company first starts to make a name for itself, it has its priorities on getting the business up and running. After a few years, you can go back and adjust a few of the smaller details. That’s just what Nike did by fixing the tilt and weight of the Swoosh to give a heartier appearance that has lasted for decades.

Adjusting the typeface of the logo is often a good place to start. Notice the slight details in the “P”, “e” and “r”. Each was carefully refined to remove the more historical flair of the typeface. Tilt the oval and you have a fresh, modern logo.

Each of these alterations helped to position (or reposition) these companies as they evolved their brand. Just think about how you would look if you kept the same haircut you had since you were in high school. It might look a little funny to walk into a new business meeting with big bangs or the flock of seagulls.

Others:

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Categories: Branding | Design | History | Logo