Fresh

Face it: being “behind the times” is the last thing anyone wants. And yet so many brands can fall victim to neglect. This is especially true online, where trends come and go faster than you can say “2.0″and new technology is emerging every day.

Every aspect of a brand needs a little TLC here and there to keep it feeling fresh. Even huge brands with tons of equity in their logo will update it now and then. Expect to devote resources for maintaining your brand! Don’t send it out alone and without the support and love it deserves.

Logos are the Primary Touch Point of Every Brand

A successful logo should have lasting power. It should communicate the goals and values of a company or organization. This isn’t always the case, though. Sometimes goals and values change, sometimes mergers happen, and sometimes color schemes become iconic of an era you’d rather forget. Don’t get me wrong either, you can convey the ideas of history and trust and not feel dated.

A logo change does not need to be ground-breaking to be successful. Don’t feel like you have to re-design it completely. Many times, brands will make subtle changes to their logos as the years pass. Take the Firefox icon for example:

Old Firefox icon at left and redesigned version at right (image via Brand New). You can read the creative brief for the redesign here. Basically, they were looking to modernize some of the textures and the shape of the tail and play down the level of detail.

On the other hand, sometimes a complete logo overhaul is necessary:

Old Memorex logo at left and redesigned version at right (image via Brand New).  Memorex was finding that their old logo was dated and did not appeal to their actual target market. Read more about the redesign here.

What Makes a Logo Last?

Some things, like the little black dress, never go out of fashion. Good logo design is like that, too. Go with what works, not what is in vogue. Don’t rely on design fads or current aesthetic trends for your logo if you need something with some staying power. Great concepts and strong execution are ultimately what keep on ticking.

Of course, we can’t live in a bubble. It’s important to be aware of the current state of design. Check out Logo Lounge for the awesome recaps of logo trends they put out each year.  2009 is all about bright color, dots, hidden images and doilies (no, really!). read the whole trend report here. If nothing else, you’ll be aware of what is popular right now and can stay clear unless it absolutely works with your concept.

A Website is like a Box of Chocolates

Chocolates can go stale! Your visitors will quickly recognize if your online presence is outdated, or if your content is not up-to-date. It’s not often that someone can launch a site and then just be done with it. More often than not, maintaining a website is an iterative process. It goes through a life-cycle.  It can take a lot of work, so make sure that you have the resources available to keep your little bundle of joy updated from a technical, graphic and content standpoint.

How do you know what to change?

The best way to know if your website needs help is by setting goals and determining if the site meets those goals. What do you want your site to acheive? Are newsletter sign-ups your primary concern? Product sales? What about visits to a “contact us” page? Figure out what you want your users to be doing, and find a way to track those actions. Keep in mind overarching brand ideals like positioning, personality and promise during any changes you make.

What parts of your website can be updated on a regular basis? Can you add new photos, testimonials, resources or projects? Have you recently gotten a good write up in a magazine or blog? Has your product been featured in a new shop or list? Talk about it! If you’re finding that certain sections of your site are too difficult to maintain, maybe it is time to reevaluate them and simplify. Promotional areas that are left untouched for too long can especially give your customers the wrong impression.

Time to get to it!

Get out there and evaluate your logo. Is it dated? Does it communicate the current state of your brand? Maybe it needs a little love to bring it to where it needs to be. How about your website? Is it getting the attention it deserves?

Do you have tips to share about keeping a brand up-to-date?