At some point, you may wonder if your design is working against you. If you saw our previous post about the success of design-driven organizations and felt a sinking feeling wishing your organization was more design driven…don’t despair! We’re going to give you some things to think about when putting some razzle-dazzle back into your design.
The best identity systems are those based on solid strategy. Consider your overall business objectives and review your logo, brand, print materials & website from a strategic perspective. Has the organization’s focus shifted from the original designs? If you have grown significantly or are reaching a very different audience, it may be necessary to redesign to more accurately reflect your current (and future) growth. We’ve covered strategy here, here and here.
Is your design professional? Often, smaller organizations launch with materials designed by a volunteer or a student. While that may be appropriate in the early stages, as the organization grows and seeks greater opportunity and influence, the quality and professionalism of the design need to keep pace.
Not all logos need updating. Consider your audience’s relationship with the logo. How much equity does your logo have? If your audience is very comfortable with your current logo, it’s wise to tread lightly when it comes to redesigning. In some cases, a beloved logo that would otherwise benefit from a revision might be better off with the most modest of updates.
A logo that is difficult to read or does not reproduce well is a good candidate for a redesign. Consider how the logo is used and note any difficulties you have in its application. Usability extends to the pain points that might prevent an organization from fully employing all of the materials and tools available to them. Knowing what you want your tools and materials to do is as important as having them in the first place.
Do you have too many variations in your materials? One type of font & color scheme for one event, and something entirely different for the rest? While this is not an issue for smaller organizations, larger companies with many departments may find that they’ve lost control of the brand. This is an excellent reason to revisit the design — and create a reliable Identity Standards Manual — and then make one person responsible for managing consistency.
Consider how your branding and identity materials fit among your competitors/peers? Gather the logos from all organizations in your niche. Do any stand out as particularly well- or poorly- designed? If your logo looks out of place when viewed side-by-side with your peers, you should take a more in-depth look.
Beyond the specific design elements, a strong logo furthers positive associations with your organization. Do you feel that the logo accurately represents the organization? Do you like it? Are you proud of it? Does the logo —and the broader brand system— trigger positive emotions?
Undertaking this type of analysis of your materials and assets puts you in a perfect position to make more strategic and practical design decisions.
For more information or to enlist Union Design to provide a Design Audit of your logo or other marketing materials, send a note to firstname.lastname@example.org.