Let’s talk about your logo
Every business, including the jewelry trade must keep pace with the times in which we are doing business. “Things change” can sound woefully trite, so can make you discount the importance of its truth.
Whether you are B2B or B2C, if you’re in the jewelry industry, your core customers change over time as do their preferences. Keeping in lockstep with your consumer base means you’ll grow, stay relevant and prosper at each interval. You already know you have to update your website every few years - don’t you?
Your Logo, Your Message
Here’s another vital component to your brand message that you need to review with objective eyes. If that’s not possible - borrow some objective eyes to look for you. We’re talking about the first brand message your customers ever see - and that is your logo.
You many think that consistency is key to maintaining brand strength. To some extent that is true. But a hard look at your company logo may reveal clues that your message is behind the times and not speaking to your current demographic. Did you know that some of the world’s top brands require their logos to evolve - keeping pace with the changing times and consumer preferences? You might be surprised to learn that it’s not on a 50-year plan of logo evolution, either. Some of the world’s most powerful brands change their logos in relatively short order as their message becomes streamlined and to reflect their continued alliance with their market.
Change is Good
Gucci opened their first store in 1938, and their logo certainly evolved over time. Their iconic interlocking Gs logo didn’t appear until the 1960s - and it’s still evolving today. McDonalds, Coca-Cola, Olay, Starbucks, Nike, Shell, and myriad other global brands have eagerly evolved with the times through the message delivered by their logo. Even when a brand’s initial logo creation was extremely simple as in the case of mega-corp 3M - there’s still room to modernize it to stay relevant in this age of ‘understand-it-quick’ communication.
Let’s Have a Little Chat
We asked Marlene Murphy, chief website developer at Jewelry Website Designers (www.jewelrywebsitedesigners.com) for her observations on this very topic. Take a listen;
SJN: What is the most common mistake you see occurring repeatedly with independent jeweler’s logos?
MM: I find many jewelers are obsessively attached to their outdated logo because “we’ve had that logo for 40 years and our customers won’t know who we are if we change it.” Or, for some inexplicable reason they have an emotional attachment to it. And yet in reality, that same loyal consumer is eager to see their favorite jeweler prove they are in step with the times and will heartily embrace a refreshed logo.
SJN: When is it time to take a company logo to the next evolution?
MM: Anytime you discover it’s become outdated. But also, when revamping a website to respond to the market trends and interests (with the millennial demographic for example), jewelers should reflect on their overall branding strategy. Is it clean, fresh and relevant? Is it timeless or outdated? There’s a difference! A new modern version of their logo can be prominently placed on their website, social media sites, packaging collaterals and other promotional materials and delivers a silent message of relevancy.
SJN: In your view, what is the chief disadvantage of keeping an old outdated logo - even if the business itself keeps up with the latest trends?
MM: Most outdated logos were created for print advertising. They’re too large and too detailed to display well on a web page for example; especially on a mobile device like an iPad or Smartphone where the viewport is so small the logo must be miniaturized. On modern digital media advertising such as Facebook, YouTube or Instagram, the old clunky logos that looked great in print take up too much valuable advertising real estate and frequently tend to look like a blob because all the detail is lost - and the company message is obliterated.
SJN: Whether it’s creating a new logo for a brand-new company or rethinking a logo for a 100-year-old business, what should jewelers consider before they settle on their logo?
MM: A simple, clean look can convey the “essence” of the old logo but in a fresh modern way. I prefer logos which can be created in a square format to accommodate social media requirements and can be quickly recognized (like the Nike Swoosh, or the Chanel intertwined “Cs”.) And that is something that most businesses do not factor in to their new design overhaul, simply because they are not privy to the digital world’s inner workings.
Just Think About it
So how about you? You may realize that your online presence needs a refresher every few years. And that’s good, because over time, online user behavior changes, and technology interprets your website differently - ofttimes to your disadvantage when it’s an older site (over 4 ½ years is considered old). But what about your logo as well? Does it stand out like a wart on an otherwise beautiful woman’s face? You have one chance to make a stellar first impression, and that is via your logo.
You may not feel that you can be objective with your own company branding because of sentimental reasons - someone you care for created the first one, or you think, “if it ain’t broke don’t fix it”, or you are just fresh out of ideas for effecting a change.