Wyoming Business Tips for Aug. 20

A weekly look at Wyoming business questions from the Wyoming Small Business Development Center (WSBDC), part of WyomingEntrepreneur.Biz, a collection of business assistance programs at the University of Wyoming.

By Susan Jerke, WSBDC regional director

“I have been using the same business logo for the past 20 years. Is it time to refresh my image?” Jamie, Cheyenne

You have built a solid brand the past 20 years, and your logo is likely the face of your company. A customer may not be likely to purchase your product based solely on your logo design, but it does identify you and helps to stand out from your competition.

There are reasons for keeping a logo. Perhaps your company is timeless, and change could be seen as a negative move. But there are also times when it is a good idea to change things up a bit. Even big companies refresh their “look” by making subtle changes, usually following the latest trends in design, color and font.

It refreshes their brand identities and could be an indication that the companies are releasing new products or services, or are making positive changes within their organizations, or have new leadership.

There are other things to consider when deciding to change your logo. Is your current logo too complex? Is it easy to reduce or enlarge -- think tiny image on a pen -- or a huge design on a billboard?

Graphic design definitely follows trends, just like the fashion world. What is hot in 2017? Clean, minimalistic and geometric designs are popular, as well as simplified colors, retro designs and hand-drawn images. Hand-drawn logos as “fresh, comforting, human and grounded” -- they’re definitely a trend that our computer-driven world is craving.

So, how do you go about changing or refreshing your logo?

There are many local and online designers who will give you feedback and help you create a new design. Check the respective websites to explore their style of work, design process and pricing structure.

The Wyoming SBDC can help assess the effectiveness of your current logo or help solidify individual sketches and ideas so they can be taken to a designer, printer or sign company for finalization.

Have fun with your new, updated image!

A blog version of this article and an opportunity to post comments are available at www.wyomingsbdc.org/blog1/.

The WSBDC is a partnership of the U.S. Small Business Administration, the Wyoming Business Council and the University of Wyoming. To ask a question, call 1-800-348-5194, email wsbdc@uwyo.edu, or write 1000 E. University Ave., Dept. 3922, Laramie, WY, 82071-3922.