Logo: To Refresh Or To Not?

A customer wasn't sure if they should keep the same label they started with 10 years ago. I recommended a refresh. Twenty-year-old kitchen appliances are rust and avocado colored. If I was wearing the same clothes I had from 20 years ago, I'd be wearing acid-washed jeans with pegged cuffs, high-top sneakers, a baggy fluorescent orange t-shirt with my sleeves rolled up, and poofy hair. I'd look like Screech from Saved By the Bell. It is good to update. It is imperative to update.

A company should always look for ways to improve the customer experience and polish its image. A company that does not always seek improvement becomes stagnant, sluggish and irrelevant. Some brands are "classic" because they have withstood the test of time: Nike, Coca-Cola, McDonalds, Chevron, Walmart, etc. They have withstood that test of time by walking the razor's edge: adapting to remain relevant to their consumers without compromising their fundamental identity.

Things trend: clothing, counter tops, hairstyles, music, news, light bulbs, and more. There is huge value to updating your label and logo ... It needs to be relevant and current. Yet, this too is a razor's edge because if you're too trendy, you risk having to refine more often. If you go too far, you risk alienating your existing base of customers. The goal is to find an image for your product or company that is relatable, current, yet transcends trendy and can become "classic."

The same kinds of trends happen in packaging.

Container & Packaging Supply has updated. Look at our new website, envelopes, calendars, logo layout, logotype, colors, business cards, flyers, signs, brochures, on hold messaging system, dress code, and more. All of these things contribute to creating an image.

Maybe it's time for you to update? If so, check out our SERVICES page.