Time and space are in short supply when you’re selling your product or service. So it helps to make use of a hotshot logo and to upgrade it every so often as trends change so that you unleash the desired associations among your target market.


Successful CEOs and entrepreneurs alike surely don’t give much thought, during the working day, as to how their logo is performing in the representation of their brand. But when restructuring is on the cards, or even a merger/acquisition is taking place, a logo will find itself much more readily under the spotlight.

Mellanie Jenkins of Sporting Images says, “It’s at the core of your brand and you’re entitled to approach it in completely your own way. But consider the following key points, if you’re looking at making some changes to your logo, which should help to improve your logo’s marketplace clout.”


Key considerations around logo impression, design and redesign


  • Content and message: It’s vital that you know what message your logo should convey to both potential and current customers. Essentially, it should reflect your thoughts
  • Target audience: Consider to whom you are appealing. This will guide your choices, especially concerning colours, fonts, size, style and overall effect
  • Visual appeal: Simple is best. A complicated logo may be difficult to read or comprehend from afar. You want people to get your message at a glance
  • Digital assimilation: Does your logo work as well on the store shelf, vehicle signage or plastered up high on a billboard, as it does in the digital space? Think about where it’s most conspicuous and adjust its profile accordingly


“An experienced corporate branding company will offer small but powerful touches that recipients can zone in on – such as the customised imprint of a logo on the inside neck of a golf shirt,” advises Jenkins, who recommends that if your branding solution previously involved embroidery, screen or sublimation printing, it’s time to switch to a digital-transfer solution.

“Digital Transfer to Clothing (DTC) is a process by which a digital image is printed onto specialised transfer paper,” explains Jenkins. “The transfer is then applied to the garment using a heat-press process, in which specialised digital printing machines use liquid, instead of toner ink, to ensure the long-lasting flexibility and durability of the logo at hand.”

What’s important is that this process, which employs state-of-the-art technology and can create vibrant, photo-realistic results, is the perfect choice for intricate designs and full-colour logos. Fine detail and small text can be seamlessly incorporated; even gradients and shading are possible, which serve to create a wholesome contrast to the flat, solid colours we were previously limited to with embroidery.

For all these reasons, digital transfer printing will revive a logo that’s been in the public eye for many years. After all, tastes, looks and fashions change. Flagging colours? A symbol that’s misunderstood? Sort them out now with this new logo-spinning technology.

“Other benefits of DTC include hand feel (there’ll be no raised edges or thick textures to your logo) and price (there’s only one set-up fee, no matter how many colours you select). It’s become a favourite for its truly high-impact results and relative cost-effectiveness,” enthuses Jenkins.

Bearing in mind that your company emblem is a visual representation of your entire organisation and the service it provides, upgrading it at relatively low cost to an eye-catching winner is certainly in your interests.