Logos that are really old work because they’re so incredibly recognizable. They can evolve over time, sure, but some larger companies keep the originals because they are the brand.

But that’s likely not you.

Here are some telltale signs it’s time to change your logo or at least investigate punching it up:

• You haven’t thought about your logo since 1995
• You haven’t thought about your logo since 2000
• You made your logo in Microsoft Word (or better yet WordPerfect) or Paint
• You use clip art you found on your computer in 1998
• The colors of the logo have faded because you’ve copied it so many times
• Your logo colors vary depending on who’s using it
• You forget why you used a pine tree in the background
• Your logo varies between your business cards, letterhead and e-mails
• Your logo only reflects only one division of your company
• You forget what your logo looks like
• You don’t have a “logo” per say

If you said “yes” to any (or all) of the items above, don’t feel bad. It’s actually very common.

While you’ve been focusing on growing your business, the marketing world has grown, too. And designs and tastes, just like fashion, have dramatically changed. And just because you can design a logo in Paint, doesn’t mean you should.

Many times the politics of a company, even a smaller one, can affect its marketing plans. If the boss or board of an organization has some attachment to an old logo or marketing plan, it can be hard to change direction.

Do you think your logo needs some refreshing? Does your manager need some convincing? Let our logo experts here at imPress help!

Like spiders.

Like the container of what was once chili that’s growing mold in the back of your fridge.

Like horror movies.

And for some business owners, like the thought of developing a new logo.

The truth is, putting together a new image can be kind of a hassle. It involves some soul-searching, some effort, and some money. And then some businesses go through all that and come out with a logo that their customers just don’t care for.

One such company is Starbucks. Not everyone was thrilled about that recent logo change, and it wasn’t even very drastic.

Do Not Fear

Even though some customers dislike when their favorite national products re-brand, chances are you can make a change without making anyone glum. If you are a small business owner, you probably don’t have the resources to bombard your targets with advertising the way big companies do. This means your clients haven’t seen your logo day in and day out for years and aren’t likely to be overly attached to it the way people are to, say, the golden arches of McDonald’s.

And it’s entirely possible that those who could pick your logo out of a logo lineup aren’t big fans of it anyway. People don’t like change, but they don’t mind it so much when it’s an improvement. If your logo is dated or doesn’t communicate the right message, your clients might actually welcome something new.

So take a deep breath, embrace your inner superhero, and give that logo of yours another look. You may find out that it actually has a lot in common with that chili in the back of your fridge – maybe long ago it was satisfying with a perfect little kick, but now it’s old, fuzzy, and ready to be replaced with something new (and mold-free).

There’s a new website for those business owners out there who happen to be looking for a new logo and are willing to settle for one that’s so bad, it readily admits that it’s horrible.

(Whether you fall into that category or just feel like wasting a little time before your next meeting, click on over and have a look.)

Horriblelogos.com is the place to go if you want an unprofessional pencil-drawn logo for five bucks. The guy who put this site together tells it like it is. You give him an Abraham Lincoln, and he’ll throw together a horrible logo for you. And then he’ll use the money to buy a beer. (For real. That’s what the site says!)

We like that this guy knows what he’s all about and is willing to be honest about it. He’s not trying to pass these off as logos you’d really use, although we’re afraid some people may try. He’s just doing his thing…sketching bizarre and/or low quality logos, and collecting his beer money.

There are really no words to adequately describe this site, so check it out for yourself. (Bonus: Want to see what $10 can buy you in the world of advertising jingles? This guy makes those too. Yikes.)

In addition to sweat, action, a groovy buzzing sound, and an excuse to skip work to go out for drinks, the World Cup also offers something else we love – logos.

Each World Cup tournament boasts its own logo. And each of these logos incorporate elements of the time period and location of the particular World Cup. We’ll guide you through a handful of neat ones.

A Walk Down Logo Lane

If you take a gander at the 1994 logo, for example, you’ll recognize the red, white, and blue color scheme that is a shout out to the good old USA, the host country that year. The red stripes are even drawn to look like the American flag and the blue soccer ball is strategically placed where the blue part of our flag would be. Crisp, bright, and very American looking. Nicely done.

Or check out the logo from the 2002 World Cup held in Korea and Japan. The contoured shapes in the logo remind us of similar shapes in the South Korean flag, and the logo includes plenty of red, which is found in the flags of both nations. The flavor of the whole logo is similar to that of traditional Asian art. And the feeling of divided pieces making up a whole works well for the first World Cup hosted by two nations. All in all, a sweet logo.

But our personal favorite? Mexico ‘86. The Mexican flag colors are in full effect, but the reason we like to look back at it is that it’s so scrumptiously 80’s. The stripey font makes us think of the 80’s Pepsi logo, which in turn makes us think of the Pepsi ads starring Billy Crystal. And then we get that happy little piano tune from the jingle stuck in our heads, and then we start thinking about Saturday Night Live from days of old…all of which is just marvelous.

Yes, it’s true…if we can’t be watching the World Cup, checking out former World Cup logos really is the next best thing. (Well, that, and devouring nachos like the ones we would have ordered if we were out watching a game.)

Eventually, even the most stubborn folks among us relent and get something new.  You can only have a rotary phone, a Walkman, and a 1985 Ford LTD for so long.  Products like these were just dandy when they first came out, but as time goes by, the time comes to move on.

The same is true for logos.  As time passes, the logo that you picked out years ago just starts to look dated.  But some business owners are even more hesitant to give their old logos the boot than they would be to get rid of a beloved yet archaic piece of equipment.  Why?  People are motivated to get rid of obsolete technology and replace it because they know the replacement will show dramatic progress in terms of its functionality.  That motivating factor isn’t really there for a logo upgrade, and often business owners are mostly wondering if it’s worth the hassle.

So…is it worth it?

It could be.

It’s possible that the logo you came up with in 1987 doesn’t do you any favors because it has that “80’s look.”  Or it’s possible that you’ve recently worked on your branding a bit and have realized that you have something important to communicate in your logo that maybe you didn’t include last time around.  If you have one of those scenarios going on, revamping the logo might be a good plan.

After all, even the enormous companies modernize their logos from time to time.  Huge corporations like KFC, Toys R Us, Walmart, and Apple have all updated their look in the past few years.  Often, the new logo just puts a new spin on the old one – like changing Apple’s amazing technicolor dream apple to a tamer, classier version of the apple.  Big companies recognize the importance of branding and know that their logo has a big role to play in that, so they’re careful not to let old logos overstay their welcome.

Of course, making the decision to change your logo is a big step, and we wouldn’t ever want you to have to go it alone.  If it’s something that’s been crossing your mind, feel free to talk to the friendly imPress team.  We can take a look at your current logo and give you our two cents about what to do.  Maybe it is time to trade in that 1985 Ford, or maybe the old bugger does have a few miles left in it.   We’ll give it to you straight so you can make the right decision for your business.

You’re probably thinking of KFC’s logo right now since it’s in the title of the post, but keep running through the big boys in your mind.  McDonald’s?  Check.  Burger King? Not completely red, but red’s definitely involved – Check.  Wendy’s?  Pizza Hut?  Arby’s?  Dairy Queen?  Boston Market?  Five checks.  Even local faves like Ted’s Fish Fry are on the red bandwagon.

So…what’s the deal?

Well, people are actually surprisingly influenced by colors they see.  Red, the favorite choice of restaurants everywhere, is a color that inspires excitement, and, believe it or not, hunger.  By incorporating a red logo onto the sign for a restaurant, a restaurant owner is basically putting up a billboard that says, “You are getting hunnnnngry…”

So the KFC crew is using a little color psychology to get you to order more popcorn chicken.  We just went to their website, which is complete with a red background, and now our stomachs are getting a bit grumbly.

Color psychology can make your print products more effective, too.  If your business involves food, then carefully placed red accents in your menus and other printed materials might be just the ticket.  If your business caters to upscale clients, you might want to incorporate colors like silver, gold, and black – colors that indicate sophistication and luxury.  If your company has a casual, friendly personality, pale yellows might bring that warm, happy vibe to your clients.

There are a lot of colors out there that have a lot of different things to say, so we could go on all day.  If you’re wondering what your current color scheme is secretly telling your clients, we’d be happy interpret for you.

Now that we’ve spent so much time thinking about fast food, we’re ravenous enough to season, baste, and devour our computers.  Unfortunately, though we were able to crack the code on KFC’s color choices, that darn secret recipe of theirs is still a secret.

Gerald started sweating.  He knew he was supposed to come up with rehearsed answers for job interview questions like this, but he never took the time to do it.  Drat!

“Uh…a…maple tree?” Gerald replied.

“Interesting…and what brought you to that answer?” asked the interviewer.

“Uh…they’re…cool?  I…like maple trees.  I…have one in my yard…uh…sir.”

Gerald didn’t get the job.

Now, we feel bad that Gerald got stuck with the WORST interview question ever created.  But he probably could have helped himself out a little bit if he’d picked out a tree that somehow symbolized his personality or work ethic.  Maybe he could have gone with the apple tree and compared the work he produces to the delicious apples growing on the tree.  Or perhaps he could have chosen a pine tree and compared the tree’s evergreen quality to his own tenacity and consistent work.  The point is, the HR rep was looking for him to use his higher level thinking to make a comparison between himself and something else, and he blew it.  (But, honestly, it was a bogus question.  Poor Gerald.)

Although we hope you’re never in our buddy Gerald’s awkward position, let’s try to learn a lesson from his plight.  Gerald didn’t realize that the tree he chose was supposed to represent him in some way.  As a business owner, you probably won’t ever have the occasion to pick out a tree that represents you, but you do have to come up with a logo.  And, like Gerald’s tree, the logo shouldn’t be random – it should actually reflect something about your company.

The real idea behind a logo is to symbolize your company in one little image.  A random shape you happen to like isn’t exactly what a logo is all about.  The most effective logos are memorable and smart and actually connect to your company’s products or goals.  If you stop to think about the logos we all know and remember – McDonald’s golden arches, the Target symbol, the Nike swoosh, to name a few – you’ll notice that each of them does tie into the company’s image or product line.

Nothing particularly bad will happen to you if you do decide to haphazardly design a logo that doesn’t mean anything, but nothing particularly good will come out of it, either.

Like Gerald.  He’s doing okay, these days, despite the fact that he missed out on his dream job.  He was hired by a competitor for about 5K less per year than he could have made at the original job, and he puts in his time 9 to 5.  But every once in awhile, he catches himself staring out his kitchen window late at night, gazing at that maple tree in his backyard, and wondering to himself what things would be like if he picked the right logo – er, tree.