Know-How Exchange : Advertising/PR

Much as I'm all for updating an image to remain relevant, I don't see anything wrong with your current logo. In fact, it plays very well with the "Famous for ..." tagline and communicates a solid traditional underpinning for the business. If it were solely up to me I wouldn't mess with it. It's part of who you are for the customers who have been enjoying your pizza and pasta for 20+ years.

That said, if you are just dying to refresh the image, you can get a talented graphic designer to suggest some very minor changes that will move the logo in that direction without losing the current look-and-feel. That's as far as I would go.

And if you need a recommendation for a designer, I have a few I've worked with who can do the kind of job you need. Just contact me via email.

I think your logo's fantastic. Okay, if you can make it better ... that's fine by me. As Mr Goodman says, you have an established clientele. Remember there are wafts of cheese drifting down the street coming to meet them before they even see your logo. It's a rare graphic designer can improve on them ...

Only if you do go for a new logo, please test it! You can do that online using Google Adwords (or their display network). The winning image gets the deal.

What's more, it's your customers giving you the nod, not marketers who bake their own ;-)

For the services you offer and the longevity of your business in the area you're in, I'd leave the logo as it is. Logos are not brands. The thing that brands your business is the way you make people feel; the way you treat them, server them, and give them experiences.

To this end, invest time and money in sprucing up your website sales copy. Hire a copywriter. Do NOT write the text yourself. In fact, NO ONE connected with the company ought to write the sales copy.

At the moment your home page talks about you 1,000 times more than it talks about your customers.
I know this because I ran a readability test. You might want to fix that. You might also want to integrate social media and give people the option of ordering online

Here's how the "Del Monte" logo has evolved from 1909 to today. Nothing wrong with keeping your logo as is. Nothing wrong with a subtle updated performed by a talented graphic designer.

scroll down to all six examples:
https://www.underconsideration.com/brandnew/archives/tomato_with_no_expirat...

If you have a good online social following, involve your fans in the logo makeover (if you choose to proceed this way). Come up with some ideas, and let them vote. Even have jars to put tokens (that come with their bill) to have people vote in-store.