If you haven’t rebranded yet or you’re in the process — and you’re thinking of using your logo before the big reveal — think of Sam Weir from “Freaks and Geeks.”
Sam Weir is respected by the popular crowd, but he never really pulls off “cool.” The cool kids respect him to some degree because he’s not a watered down version of cool.
He owns that uneasy, nerdy laugh. He is full-on nerd from head to toe.
He knows who he is but more importantly, he owns his image fully. No one trusts a nerd wearing an acid washed jean jacket with headgear.
If you’re rebranding and building a website wait to use that logo until the project is complete — don’t mix in your new image with the old.
Here are three reasons why we tell our clients to hold off on using logos until there’s a big reveal.
It confuses people.
An inconsistent staffing brand has actually confused me — and I work with staffing company branding every day. I was researching a staffing company that had a similar name to three other staffing companies. It appeared that they had a new logo on their Facebook page that differed from their website. It was a completely new logo too, not just a variation. I had to do some digging to verify it was the same company.
Imagine how confused your potential clients or candidates might be.
A big roll out of your new brand is more powerful.
If Sam Weir showed up to school in a rad new outfit but didn’t drop the shyness or the morals — the cool kids would never buy it. Candidates and clients are much the same way. When you roll out your staffing firm’s new brand all at once across all platforms (and with a bang) it’s more believable — and powerful.
The logo files might not be of great quality…yet.
When we send files of a new logo over for a client to approve, they usually aren’t packaged up and ready to use. Toward the end of the project, we send clients high quality files. A lot of agencies work this way too. If you’re using a stretched out logo cut and pasted from a mockup, you’re ultimately watering down your reputation.
We know it’s hard but it’s best to wait!