In a recent SmartTan.com poll, nearly two-thirds of indoor tanning businesses said that they have never updated their logo.

While this finding may be skewed by the presence of recently established salons, it’s somewhat concerning because your logo tells people who you are and what you’re all about.  It’s the first item upon which potential clients will judge your business, before they’ve even stepped foot in the salon or fully examined its website or other promotions. Whether fair or not, if your logo looks outdated, consumers are likely to assume the same about the business as a whole.

However, a logo change is a significant process that if not handled properly can harm your brand and decrease recognition. You don’t want to fix what isn’t broken, and you certainly don’t want to confuse your customers. But while your logo from 20 years may seem as functional and appealing as ever, you should at least periodically consider whether an update would be beneficial.

You may determine that it’s best to keep it the same, or the correct answer may be as simple as a quick overhaul to the current design – keeping the elements the same to retain recognition, but updating it to be more modern. Or perhaps you’ll determine that you need something that more accurately represents where your brand is today, and start from scratch. While a redesign can be risky, if handled and promoted properly, it could also create some buzz around your business.

For some quick tips on logo design, check out this article we posted last year.