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Why Entrepreneurs Divorce Their Logos | And Why It’s A Bad Idea | Part One

January 17, 2018

Why Entrepreneurs Divorce Their Logos | And Why It’s A Bad Idea | Part One

Remember how excited you were when you first designed your logo? How beautiful you thought it was, and how you couldn’t wait to get your first batch of business cards printed so you could show it off? How you excitedly described its meaning and subtleties to your mom (and your clients?) And the rush to the trademark office to get your new love “made official”—what excitement when the papers finally arrived!

Where Did That Magical Feeling Go?

The problem is that you keep seeing your logo. Over and over again.

You spend time working on your marketing: creating flyers, updating your website, putting together your email newsletter, etc… And of course, each of those pieces includes your logo (right?). Then you do your business development and billing: writing up proposals, processing client intake questionnaires, writing up invoices—again, all with your logo. Then there are the pieces that you see on a day to day basis: the business cards in your purse or wallet, your office signage, the promotional graphics on your car. Just in the process of running your business, you’ll see your logo constantly.

Then Entrepreneurial Boredom Sets In

Once you’ve seen the logo for what seems like the millionth time, the logo starts to lose its sheen. It no longer seems as brilliant, beautiful or perfect as it once did. In fact, you never want to see it again.

This is when most entrepreneurs start thinking about breaking up with their logo, and getting a new one. They think that this will help them recapture their excitement about their brand.

Why Changing Your Logo Should Be A Last Resort

A business’s logo should last for the life of the business—until “death do you part” (or at least until something major happens within the business that necessitates changing the logo—but that’s another article).

Your logo is the “face” of your business for your customers. If you suddenly change the logo, your customers can feel like they are losing a relationship. And they get a bit concerned.

First they wonder “Am I in the right place? It looks different!” Then they think, “Is this the same company that I’ve worked with before and grown to trust?” Then they say, “Does this shiny new look mean that they’re raising their fees now? Can I afford to work with them now?”

You can see how this would be a very expensive and time-consuming chain reaction that you’d like to avoid. Not to mention the domino effect that changing your logo has on your marketing—redesigning and reprinting all of your materials with the new look.

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