{"id":20961,"date":"2017-06-29T18:26:09","date_gmt":"2017-06-29T18:26:09","guid":{"rendered":"https:\/\/www.freelogoservices.com\/blog\/2017\/06\/29\/boosting-our-brand-how-why-we-updated-our-logo-design\/"},"modified":"2025-12-31T16:44:06","modified_gmt":"2025-12-31T16:44:06","slug":"boosting-our-brand-how-why-we-updated-our-logo-design","status":"publish","type":"post","link":"https:\/\/www.freelogoservices.com\/blog\/boosting-our-brand-how-why-we-updated-our-logo-design\/","title":{"rendered":"Boosting Our Brand: How &#038; Why We Updated Our Logo Design"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Maintaining a <a href=\"https:\/\/www.freelogoservices.com\/blog\/2017\/03\/22\/what-is-brand-identity-and-why-does-it-matter-definitions\/\" target=\"_blank\" rel=\"noopener\" aria-label=\"(Opens a new window)\">business brand<\/a> is like maintaining your own personal style. You present yourself in a way that\u2019s consistent with your style, whether that\u2019s through clothes, colors, or a haircut. As trends come and go, you buy new clothes and test new haircuts. So it makes sense that a business brand needs some occasional updates, too. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make no mistake &#8212; going through a brand refresh takes a lot of energy, effort, and resources. So how do you know when it\u2019s time to update, and how do you do it? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">At FreeLogoServices, we decided our own brand needed some updating. And today, we\u2019re excited to release our new logo design.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We hope you can learn from our experience. So in this post, we\u2019ll walk you through:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The reasons <a href=\"https:\/\/www.freelogoservices.com\/blog\/2017\/05\/25\/5-reasons-why-small-businesses-need-a-logo-design\/\" target=\"_blank\" rel=\"noopener\" aria-label=\"(Opens a new window)\">why we updated our logo<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What we changed about our brand<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How we chose our new design <\/span><\/li>\n<\/ul>\n<h2>Why did we update our logo?<\/h2>\n<p><span style=\"font-weight: 400;\">Since FreeLogoServices\u2019 inception six years ago, our company has evolved. From company size to annual revenue to product offerings, we\u2019ve grown in many ways. During this time, managing our brand had fallen to a lower priority, and we knew we needed to make some changes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We refreshed our brand for three primary reasons:<\/span><\/p>\n<p><strong>1. Our old logo no longer fit modern marketing. <\/strong><\/p>\n<p><span style=\"font-weight: 400;\">In 2011, when FreeLogoServices first launched, the business social media landscape was vastly different. Of course, people had social media accounts. But Facebook and Twitter were primarily for personal use &#8212; few businesses used it to communicate with, let alone acquire, new customers. Nowadays, social media is a major opportunity for businesses. But our old logo didn\u2019t fit on these channels &#8212; literally.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like many businesses, we have a long company name. And because we used our company name as our logo, it didn\u2019t fit well in social media profile boxes. It was too wide to be uploaded clearly. These profile boxes are shown in every single published post. They\u2019re a brand\u2019s primary impression. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We needed to find a better icon to fill these boxes.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1447 aligncenter\" src=\"https:\/\/www.freelogoservices.com\/blog\/wp-content\/uploads\/New-\/LS\/New-FLS-Logo_Icons.png\" alt=\"FreelogoservicesLogo Icon Update\" width=\"600\" height=\"294\" \/><\/p>\n<p><span style=\"font-weight: 400;\"><strong>2. Our market had evolved.<\/strong> \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many of our direct competitors, as well as other companies that service small businesses, have updated their social media and digital presences. And some new logo design startups have popped up. There\u2019s a lot more noise out there now. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">How our customers use our product &#8212; their logo &#8212; has also changed. Most communication has shifted to digital channels, and it was time for us to do the same. To stay competitive in the marketplace and to better reflect our great customers, we needed to up our game!<\/span><\/p>\n<p><strong>3. We wanted to shift our brand focus to the most important people of all &#8212; our customers!<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Because of our long company name, we had abbreviated FreeLogoServices with a stylized \u201cFLS.\u201d But that\u2019s an internal acronym. Using \u201cFLS\u201d is just a way for us to shorten time at the computer when typing our company name. It means nothing to our customers!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, we wanted to replace it with an eye-catching icon that was meaningful to our customers. With a new icon, we hope to create a logo that customers recognize and learn to associate with our brand.<\/span><\/p>\n<h2>What changes did we make, and why?<\/h2>\n<p><span style=\"font-weight: 400;\">Our update consists of 3 main features: a new icon, dropping the .com, and new typography.<\/span><\/p>\n<h3>Introducing our new icon<\/h3>\n<p><span style=\"font-weight: 400;\">Using our original color pallette, we <a href=\"https:\/\/www.freelogoservices.com\/blog\/2017\/05\/17\/how-to-make-a-logo-a-guide-to-crafting-the-perfect-design\/\" target=\"_blank\" rel=\"noopener\" aria-label=\"(Opens a new window)\">designed a completely new logo icon<\/a>. We did away with the vertical line of gray dots to the right of our company name. Instead, we created a new icon and pulled it to the left of our company name. This layout makes it easier to separate the icon as a stand-alone image to be used on social media profiles.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Michael Forsher, our senior designer, led the charge in creating our new design concept. \u201cI felt it was important to pay homage to our original logo design in some way,\u201d explained Forsher. \u201cBy using gray dots in our new logo, we still reference the vertical dotted line of the old logo.\u201d <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1441 aligncenter\" src=\"https:\/\/www.freelogoservices.com\/blog\/wp-content\/uploads\/free\/og\/freelogoservices-logo.jpg\" alt=\"FreelogoservicesLogo Icon Update\" width=\"200\" height=\"200\" \/><\/p>\n<p><span style=\"font-weight: 400;\">But in the updated logo, he designed a new layout to represent the user experience of our logo maker, shown in the screenshot below. Each dot represents a different logo template. He highlighted the center \u201clogo\u201d in orange to represent the idea of finding the perfect logo. Forsher joked, \u201cThe orange dot is our customer\u2019s logo bull\u2019s eye!\u201d<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1442 aligncenter\" src=\"https:\/\/www.freelogoservices.com\/blog\/wp-content\/uploads\/Logo\/Up\/Logo-Update-Editor-Flow.jpg\" alt=\"Updated Logo Editor Flow \" width=\"400\" height=\"373\" \/><\/p>\n<h3>No more .com<\/h3>\n<p><span style=\"font-weight: 400;\">As previously mentioned, our old logo was too long to fit on many modern marketing channels. Despite the fact that we designed a new icon, we still wanted to shorten our overall logo length. So we dropped \u201c.com\u201d from the end. In this day and age, nearly every business has an online presence. It\u2019s redundant to emphasize that we do too. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition, our business has become more than just an online logo maker. For example, we now offer a website development service that includes custom copywriting and design by a marketing specialist. We provide individualized services &#8212; not just a self-service platform. The \u201c.com\u201d felt limiting since our services go beyond a simple online platform.<\/span><\/p>\n<h3>Updated typography<\/h3>\n<p><span style=\"font-weight: 400;\">We updated our logo font with Ubuntu. Why Ubuntu? Because it\u2019s modern, has just enough style, yet is still crisp and clean. You can read more about the <\/span><a href=\"https:\/\/www.ubuntu.com\/about\/about-ubuntu\"><span style=\"font-weight: 400;\">Ubuntu story here<\/span><\/a><span style=\"font-weight: 400;\">, but to briefly explain, \u201cUbuntu\u201d is an ancient African word meaning \u201chumanity to others.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s <\/span><span style=\"font-weight: 400;\">the belief in a universal bond of sharing that connects all humanity. <\/span><span style=\"font-weight: 400;\">We love that it connects with our mission of helping small businesses connect with others and grow. It jibes with our company culture and reflects our small business customer community.<\/span><\/p>\n<h2>How we put the plan into action<\/h2>\n<p><span style=\"font-weight: 400;\">To create our new logo design, our marketing team held many brainstorming sessions. After several rounds of review and feedback with Craig Bloem, our founder &amp; CEO, we settled on our new design. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When asked about his goals for our brand revitalization, Bloem explained, \u201c2017 has been a great year for us so far in terms of revenue, product growth, and team growth. The company has expanded so much since I first founded it &#8212; it was time that we applied my company vision to our branding.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition to our logo, we also updated imagery (such as cover photos) and company \u201cabout us\u201d descriptions to breath new life into our brand. Instead of the product-focused image you see in the screenshot below, we swapped in a more customer-focused image.<\/span><\/p>\n<figure id=\"attachment_1440\" aria-describedby=\"caption-attachment-1440\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1440 size-medium\" src=\"https:\/\/www.freelogoservices.com\/blog\/wp-content\/uploads\/FLS-\/wi\/FLS-Twitter-Profile_Before.png\" alt=\"Freelogoservices Icon and Logo before update\" width=\"600\" height=\"292\" \/><figcaption id=\"caption-attachment-1440\" class=\"wp-caption-text\">Our Twitter page with our old logo.<\/figcaption><\/figure>\n<figure id=\"attachment_1444\" aria-describedby=\"caption-attachment-1444\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-1444 size-medium\" src=\"https:\/\/www.freelogoservices.com\/blog\/wp-content\/uploads\/New-\/og\/New-logo-Twitter-profile.png\" alt=\"Freelogoservices Twitter Icon update\" width=\"600\" height=\"297\" \/><figcaption id=\"caption-attachment-1444\" class=\"wp-caption-text\">Our updated Twitter page.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Once we finalized all these pieces, our marketing team dedicated an entire day to updating our channels. Consistency and thoroughness were our top priorities. That meant we had to go through:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Social media profiles:<\/strong><span style=\"font-weight: 400;\"> Twitter, Facebook, LinkedIn, Pinterest, Google+.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Partner site profiles:<\/strong> <a href=\"https:\/\/visual.ly\/users\/freelogoservices\/portfolio\"><span style=\"font-weight: 400;\">Visually<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.slideshare.net\/FreeLogoServices\"><span style=\"font-weight: 400;\">SlideShare<\/span><\/a><span style=\"font-weight: 400;\">, Crunchbase.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Website:<\/strong><span style=\"font-weight: 400;\"> Our homepage needed an updated image file.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Blog:<\/strong><span style=\"font-weight: 400;\"> We updated our background image and logo.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Email:<\/strong><span style=\"font-weight: 400;\"> We had to update our email templates with the new logo.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Branded content:<\/strong><span style=\"font-weight: 400;\"> This also meant we had to replace all old content (infographics, for example) uploaded to sites like Visually, SlideShare, and the blog.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">From beginning to end, this process took several weeks. After all, each teammate involved also had their usual day-to-day work to do.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that we\u2019ve completed this project, does that mean all these channels will remain static? Of course not! While we probably won\u2019t update our logo design anytime soon, we do plan to freshen up our social media channels with new cover photos from time to time. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Until then, we\u2019re checking this off the to-do list. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Maintaining a business brand is like maintaining your own personal style. You present yourself in a way that\u2019s consistent with your style, whether that\u2019s through clothes, colors, or a haircut. As trends come and go, you buy new clothes and test new haircuts. So it makes sense that a business brand needs some occasional updates, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[107,106],"tags":[],"class_list":["post-20961","post","type-post","status-publish","format-standard","hentry","category-brand-building","category-logo-design"],"blocksy_meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Boosting Our Brand: How &amp; Why We Updated Our Logo Design | FreeLogoServices<\/title>\n<meta name=\"description\" content=\"We updated our logo! Here are three reasons why we finally dumped our old logo and gave our brand some love.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.freelogoservices.com\/blog\/boosting-our-brand-how-why-we-updated-our-logo-design\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Boosting Our Brand: How &amp; Why We Updated Our Logo Design | FreeLogoServices\" \/>\n<meta property=\"og:description\" content=\"We updated our logo! 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