There are several indicators that a small business needs a new logo.
1. Your logo doesn't adapt well to modern media. If your logo was designed for your storefront 15 years ago, it might not be optimized to work well on a website or on social media platforms such as Facebook and Twitter. Businesses today promote themselves in a lot of new ways and it's important that the logo works across several mediums. Ask yourself -: Can the logo be sized up or down and still be readable? Does it look good in black and white? Can you derive an icon from it? Does it make an appealing button for a mobile app? If the answer to any of these questions is no, it may be time for a new logo design.
2. Your logo doesn't represent your current business. Over time, some businesses evolve. It's not uncommon to start out with one product or service, then grow and diversify into something quite different. If your logo doesn't reflect what you currently offer, it's time for a rebranding.
3. Your logo isn't as appealing as your competition's.
Social media review sites have made the business world increasingly competitive. Look at your competitions' logo designs. Compare your social media following to your competitors'. If they have more fans and followers, it may be time for a new design. Don't underestimate the impact of good design.
4. Your logo is too complex.
Keep it simple. Gradients and drop shadows used to be popular in logos, but these techniques are starting to look dated and are difficult to translate across some mediums. Instead, choose a simple logo design that utilizes up to three colors. Choose a flat matte look. Pick a font that stands out, but is not a novelty. There is a reason Helvetica and Futiger get used so often, because they don’t stand out, they look familiar, and they are easily readable.
If done right, your logo draws attention, conveys memorability and reflects your business' personality.