Your logo is the face of your company. It visually communicates the unique identity of your brand and what it represents. Its purpose is to grab attention, make a strong first impression, and separate you from your competition. But no logo can stay relevant forever, how do you know when it’s time for a redesign?
Trends and tastes change, and that can affect perceptions of your logo. What was once modern and compelling can lose its power over time. When people see an outdated logo, they perceive an organization as out-of-touch with modern best practices. There are many possible reasons behind the change of a company’s logo. But the main thing to keep in mind is that it should evolve over time just as your company does. When a company changes its name or undergoes a merger/acquisition, a logo change is important to consider. Additionally, over time companies of all shapes and sizes have to continuously update their design in order to maintain an effective design.
There’s no definitive time when you should redesign your logo. But you can probably take a hard look at yours and intuition will tell you if it’s time for an update. If you look at your logo and it doesn’t represent who you are as an organization—today, at this very moment—you might want to think about making some changes.
Out with the Old, In with the New
Over the years the Walker360 logo has seen many changes as we’ve adapted to the times and our growing company vision and mission. In 2010 our name changed from Walker Printing to Walker360 to represent the expansion of our capabilities. While printing and mailing remain our 75+ years foundation, the name change to Walker360 represented a new company mission. A mission that goes beyond printing and mailing with services including advertising, illustration, data, and media strategy.
Our most recent redesign was implemented this year. The new look now features an updated and more modern font, brighter colors, and a simplified design. In addition to our main wordmark, we have also rolled out an alternate logo. The secondary design uses a “W” to signify “Walker” and a degree symbol to signify “360”. This new look represents the evolving nature of the company as we continue to focus on our 360 range of services and capabilities.