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Change of Face

Is your logo losing its luster? Then maybe it's time to transform it with a new look.

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This story appears in the September 2003 issue of Entrepreneur. Subscribe »

Your logo is a visual representation of everything your company stands for. Has it become dated or taken a back seat to other images that represent your company's identity? When you survey customers and examine the competition, is there confusion about what you do? A good logo should communicate something about the nature of your business, product or service. So if this vital component is out of step with your message and customers, it's time to bring it up-to-date.

There are three kinds of logos. Font-based logos consist primarily of a type treatment. The logos of IBM, Microsoft and Sony, for instance, use type treatments with a twist that makes them distinctive. There are logos that literally illustrate what a company does, such as when a house-painting company uses an illustration of a brush in its logo. And then there are abstract graphic symbols--such as Nike's "swoosh"-that become linked to a company's brand.

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