The do’s and don’ts of logo redesign: When and how to refresh your brand

| 21-10-2023

A logo is the visual face of your brand, representing its values, identity, and story. Over time, brands may find themselves at a crossroads: to refresh their logo or not? In this article, we will explore the dos and don'ts of logo redesign, offering insights into when it's necessary and best practices for a successful rebranding process.

 

The When: Knowing When It's Time for a Logo Redesign

• Outdated Design: If your logo looks like it came straight out of a time capsule from a bygone era, it's a clear sign that a redesign is overdue. Trends evolve, and your logo should, too.
• Evolution of the Brand: When your business undergoes significant changes, such as expanding your product line or changing your target audience, your logo should evolve to reflect these shifts.
• Negative Associations: If your current logo has developed negative associations due to a scandal or crisis, a redesign can help your brand regain trust and reputation.
• Incompatibility with Modern Media: A logo that doesn't look great on mobile devices, social media profiles, or in various digital formats may require a redesign for improved versatility.
• Brand Mergers and Acquisitions: When your brand undergoes mergers or acquisitions, it's essential to create a logo that represents the newly formed entity and its values.

 

The How: Best Practices for a Successful Redesign

• Conduct Thorough Research: Before you start, conduct research to understand your audience's perceptions, analyze the competition, and identify trends in your industry. This research will provide valuable insights for your redesign.
• Preserve Key Elements: If your current logo has elements that are highly recognizable or tied to your brand's identity, consider preserving them in the redesign. Evolution is often better than a complete overhaul.
• Simplicity and Versatility: Aim for simplicity in your logo design. Simple logos are more memorable and versatile. Ensure that your new logo works well in various sizes and across different media.
• Consult with Professionals: Enlist the help of professional logo designers or branding experts. Their expertise can be invaluable in crafting a logo that effectively communicates your brand's story.
• Feedback from Stakeholders: Seek feedback from various stakeholders, including employees, customers, and partners. They may provide valuable insights and uncover potential pitfalls in your redesign.
• Gradual Rollout: If you have a loyal customer base, a gradual rollout of the new logo can help ease the transition. Give your audience time to adjust to the change.

 

The Don'ts: Common Mistakes to Avoid

• Rushing the Process: Logo redesign is a significant undertaking. Rushing the process can lead to subpar results. Take your time to ensure every aspect is well thought out.
• Ignoring Brand History: Forgetting the history and values associated with your brand can lead to a disconnect with your audience. A successful redesign respects and builds upon the past.
• Being Overly Trendy: While staying current is important, being overly trendy can lead to a short-lived logo. Strive for a balance between contemporary design and timelessness.
• Lack of Consistency: Inconsistency between your new logo and other brand elements, like your website or marketing materials, can confuse your audience. Maintain a unified brand image.
• Dismissing Customer Feedback: Customer feedback is crucial. Ignoring it can lead to a logo that doesn't resonate with your target audience.

 

Conclusion

Logo redesign is a significant decision for any brand. It should not be taken lightly, as it represents your brand's evolution and adaptation to changing times. When done correctly, a logo redesign can breathe new life into your brand and reaffirm its relevance in a dynamic market. By following the dos and avoiding the don'ts, your logo redesign can be a resounding success, strengthening your brand's identity and connection with your audience.