Does Your Logo Need a Makeover?

Posted by Ellen Fruchtman on March 7, 2017

We’re only a few months into the new year. A clean slate. So there couldn’t be a better time to take a hard look at who you are as a company and who you want to be. And in marketing, who you want to be generally has something to do with who you want to see walking in your store. In other words…your target market. Many retailers are looking to become a bigger bridal store. Logo blog small.jpgOthers are venturing into more custom or estate. If it’s changed over the course of many years, it’s time to look at everything you do, from the inventory you carry to the staff representing you and yes, to your marketing. That begins with your corporate logo.

Your corporate logo is the face of your company. It’s the first thing customers see when they walk up to your door or open your homepage. Very often it’s overlooked or ignored. It could be something passed down from a generation or two or something (sadly) you spent very little time on. It speaks volumes to your target market and it's damn important.

Now, some have the ideology you should never change your logo. I’m not part of that group. Truthfully, unless you have a logo that has become an icon or stands the test of time, if it’s no longer you (or completely outdated), then it’s time for a change.

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Other than it no longer representing who you are, here are some other reasons why you may should consider changing your logo:

  1. It's too complicated. There are too many fine details and intricate unnecessary design elements. Perhaps there are too many colors. It’s hard to read on your advertising and doesn’t lend itself to several applications. Always look at your logo in black and white and reduced way down to a smaller size.
  2. It doesn’t transfer well to today’s media. There was a time when your logo simply had to look good on your signage, in a print ad or billboard. Today, it has to transfer well to digital. How does it look on your website, in smaller banner ads and on a social media profile?
  3. Your competitors have better logos. After all, you’re in a branding war. If their logo looks more professional, conveys a better image or really speaks to the customer you want, you need to change your logo.

Large corporations tend to spend tremendous time, effort and money on their corporate logo. You don’t need to spend exorbitant sums, but you do need to have a professional designer. It’s far more complex than you think, and there are many important elements that need to be considered prior to making a final decision. One of those important elements is color. Different colors connote different meanings, feelings and messages. Here are some examples to consider when deciding the right color for your company and target audience:

Red denotes passion, trust, emotion, intensity and aggressiveness. It's no surprise Nike chose this color.

Blue will conjure feelings of comfort, understanding, clarity, confidence, calm and trust. Healthcare providers are big on this color as are many financial institutions.

Yellow is the color of joy, energy and freshness. McDonalds "M' anyone?

Green is associated with harmony, peace, hope and a sense of calm. Starbucks chose this color. I guess that's how they want to make you feel while you're getting into a caffeine induced coma.

Purple is associated with luxury and royalty. It makes you feel glamorous, romantic, nostalgic and introspective. There are many jewelry and luxury brands that choose this color like Hearts on Fire to Crown Royal whisky.

Orange makes you feel happy, enthusiastic, creative and tends to stimulate mental activity. No surprise it's the color we selected for Fruchtman Marketing!

Pink is feminine. Other words associated with this color are love, warmth, sexuality and nurtured. Think Breast Cancer Awareness and that well-known toy for girls - Barbie.

Brown is earthy. Very reliable, supportive and dependable. Perhaps that's why UPS chose brown.

Take a step back and take an objective and clear look at what defines your corporate image. True, it’s a big decision. But, it also has a tremendous affect on how you are perceived which does influence who is walking in your door. There’s no better time than now.

Ellen Fruchtman is Founder and President of Fruchtman Marketing, a full-service agency specializing in the jewelry industry. Fruchtman Marketing, represents independent jewelers across the county along with jewelry manufacturers, jewelry designers and trade organizations throughout the U.S and Canada. Contact Ellen Fruchtman at 1-800-481-3520 or at You can sign up for a free weekly marketing newsletter at

The views and opinions expressed in this blog are those of the authors and do not necessarily reflect the official policy or position of Rapaport or any other Rapaport Group entity or service, its officers, directors or employees. Rapaport does not guarantee or warrant the accuracy or validity of any information presented by Rapaport or the views expressed therein.

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Topics: Retail Marketing


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