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You’ve made up your mind to change your company logo…have decided on the color changes, and the new designs too. But wait a minute; how much have you budgeted for the big change? Just the graphic designer’s fee? "Think again".

Many brand managers and business owners believe that when they choose to redesign logos, the graphic designer’s fee will be all the expense they’ll be paying up. Some lucky ones may even get the services for free or for a pleasant discount if the designer happens to be a generous and helpful friend. But you may be signing up for some additional costs when you decide to do the redesigning deed.

Paying the Graphic Designer:

Firstly, the choice of the designer itself can be quite a task, both for you and your wallet! Succumbing to the services of an amateur designer to save a few bucks may not be an ideal practice. A seasoned designer will be better able to understand the message your previous logo had been portraying, and will be able to work with you redesign your logo such that the identity of the brand is preserved while the brand logo gets a breath of fresh air with some innovative changes. The designer’s experience will be working wonders here.

Repackaging and Reprinting Costs:

Besides your choice of designer, did you realize you’ll have to introduce the redesigned logo in all communication and marketing materials of your product? If you’re selling a packaged product, this means that all the previous packing material, leaflets, promotional flyers, etc will be rendered obsolete and there will be quite a lot of reprinting costs involved.

And if your business is service-oriented, while you may end up saving on packaging costs, the reprinting costs of marketing and promotional materials will still be there, just like for other businesses choosing to redesign logos. Some food for thought, indeed.

Promoting the New Logo Design:

Let’s suppose you’re a well-organized brand manager and had an idea of these costs. But there’s something else that may be taking a peek at your pocket: creating awareness about the redesigned logo. Just introducing redesigned logo out of the blue may confuse customers who might start doubting the authenticity of your brand. Unless, of course, you make an effort to publicize and popularize the new change you’ve been working on by posting ads on various print and electronic media. But that effort means you’ll be needing more than just loose change to advertise the wonderful new face of your brand.

The RISK!!

But what’s more worrisome than all of these costs is that by the end of the day, even if you’ve budgeted for any wildest expense that might come your way, the customers may not take a fancy for the new logo. Take the case of Pepsi: the brand logo was redesigned recently in 2008, only to be criticized extensively by consumers and critics who believed the previous Pepsi logo was ‘timeless’ and ‘chic’.

All these costs and considerations need to be kept in mind when you redesign logos. Remember, any redesigned logo that you make will stick with your brand and your business for several years. It will become the new face of your brand and will be an investment that will pay off in multitudes.