Is your Logo doing its Job? Part 1: Why?

Clients of our studio often ask us to develop a new logo as part of their company’s identity and branding strategy, or to create a logo for an event, program or product.

Our first question to our client is, why are you looking for a new logo? We want to make sure it’s for all the right reasons. A successful organization that wants to redefine its visual presence in the marketplace is in a good position to think about a fresh visual identity and a new logo. A logo is a strong identifier. It can’t sell products, and it can’t save a company that’s floundering. A new logo should be considered in preparation for a special event such as a company launch, a new product launch, or a turn toward a new direction, such as a move, merger or repositioning.