Your logo should change as your business changes throughout time. As change happens, update, refresh and redesign your logo. If you look at a brand’s history, you will notice subtle changes throughout the years, especially for major brands like Coca-Cola, Pepsi, IBM, Lego, etc. There are many reasons to update and redesign a logo including refreshing the look to be more current and no longer outdated, change in direction or mission, merging with another company, etc.
Back in 1999, we decided that our mission and tagline was “On-the-mark solutions for small business.” For the logo, I chose a pen and target to symbolize hitting this mark. The pen is an integral part of any business and has symbolized much throughout history. The pen is mightier than the sword and stands for learning, intelligence, thinking, creativity, change and much more.
A few years later we changed our mission and tagline to “Helping Your Business Succeed.” The target and pen did not change and remained an important symbol in the logo. However, I updated the look and feel of the logo slightly, for a dimensional appearance.
That was The Business Helper then, now we are rebranding and changing direction completely. Back to the drawing board, the logo required a major update. What hasn’t changed is the name and the mission, “Helping Your Business Succeed.” How we are going to be helping your business succeed is going to be much different. The big change in the logo is the target and pen which is no more. The three rings of the target have evolved into three distinct circles. These three circles have special meaning which will be explored and explained in a series of posts under the category The Logo and tagged 3 Circles.