A strong logo can have a big impact on your business. Sometimes companies get it right the first time (think: Shell and Nike) and never have to consider a logo redesign. But more often than not, a logo has to be tweaked or adjusted to keep up with changes in the company or design world trends. This is especially true for businesses with longevity — a logo created in the 1970s probably won’t speak to customers today. And there are other legitimate reasons to pull your logo off the shelf and give it a solid once-over. When you do, you may discover that it is indeed time for a redesign.
A logo redesign may seem daunting and easy to de-prioritize, but committing to breathing new life into something that’s worked for a while can pay off significantly. Before you dismantle your existing logo, take some time to ensure that a redesign is definitely what’s needed. Asking five key questions will help you understand if you should stick with what you have or take a risk and try something new.
Key takeaways
- A new logo may be in order if your business has expanded or changed in recent years. Relevant changes include your product offerings, mission and values.
- If your logo is dated, or you’ve got new competition or a new audience, it’s probably time for a logo redesign.
- If your business hasn’t changed substantially, consider a logo refresh instead of a logo redesign.
What to ask when considering a logo redesign: 5 key questions
1. Has your business changed or expanded?
Maybe you’ve recently added a new line of products, expanded your headquarters or hired lots of new staff. If your business has expanded or changed in a major way, it may be time to consider changing your logo, too.
More than pizza, Domino’s updated its highly recognizable logo to reflect additions to its menu offerings
2. Do you have new competition to contend with?
You were at the top of your game, the best in your industry and now, suddenly, you’ve got some serious competition. You can feel intimidated or you can stand up tall and fight for your place. A logo redesign can help by showing your existing customers that you’re modern and up-to-date and prove to prospective customers that you are worthy of being chosen over competitors.
3. Do you want to appeal to a new audience?
If you have established a loyal customer base but you’re ready to speak to younger consumers, a logo redesign may be just what you need. Play it right and your updated logo will help you connect with a new audience while still maintaining your customer base.
Source: This gutter installation company wanted to update their logo
Source: Brothers That Just Do Gutters logo redesign by Mijat12 via 99designs by Vista
4. Have your brand values changed?
As your business grows, it will naturally evolve. If you are discovering that your brand personality, brand mission or values are different from when you first started, your logo should reflect these changes and represent what you stand for now.
5. Is your logo outdated?
It’s a simple and obvious question, but one that’s worth asking. If your logo was created in the 80s, it may be time to enter the modern era. Not only will the aesthetic be tired, but the design is probably not compatible with the technological devices — mobile devices, tablets, etc. — that will be showcasing your logo.
Source: Cosmetic dentistry practice’s original logo looked dated
Source: Mello & Tabib’s logo redesign by dJAG0 via 99designs by Vista
Is a logo redesign or refresh needed?
If you’ve answered yes to one or more of the above questions, it may indeed be time for a logo redesign. However, there’s more than one way to update a logo. You can give it the full redesign treatment or simply refresh your logo.
A logo refresh is a less dramatic approach than a redesign. Think of it like a logo makeover that works with design elements that are already in place. For a logo refresh, a designer will make minor edits to what’s already there — by adding messaging, changing fonts, updating logo colors or simplifying the design.
MasterCard’s 2016 logo update is a great example of a successful refresh. The credit card company kept its signature colors and circles, simply bringing its name into the current day with modernized typography
A logo redesign, on the other hand, can include new messaging, a new color palette that taps into color trends or even a new take on your company name (think Federal Express to FedEx).
Before choosing a direction for your logo redesign it’s important to ask three more questions:
1. Why isn’t the current logo working?
Does your logo look dated? Has your business’ mission, values, audience or competitors changed? Assess why your current logo doesn’t effectively represent your brand in its current state. It might be a great logo, but not the right logo for who your brand is right now.
Take a look at all the design elements at play, like colors, shapes and fonts, and how these elements intersect. Try to put your finger on why your logo isn’t working. A good way to test this is to swap out elements, like trying different colors or logo fonts to see what fits best. This way, as you determine what’s not working, you can also find answers to “What will work best in my logo redesign?”
2. Which elements of the existing logo should stay?
You may be ready to give your logo a complete overhaul, but before you deconstruct it completely, consider the current design elements that represent your business effectively. This may be specific brand colors, typography or capitalization of your company name.
Source: Food delivery service Grain’s original logo design
Source: Grain’s logo redesign by trinitiff via 99designs by Vista
3. Does the current logo have a strong association with customers?
A major challenge with redesigning a logo is disrupting the visual connection that customers have with the original logo. Take some time to understand how your customers are relating to your current logo. Think about the possible consequences of a dramatic rebranding. Will your existing customers be confused? If so, is it a risk you’re comfortable taking as you work to attract a new customer base?
Chevron’s original logo was ready for an update
Chevron wanted a modern logo refresh without losing the primary characteristics of its original logo
How to redesign a logo: The dos and don’ts
You’ve asked the key questions, have done the necessary research and are ready to move forward with your logo redesign. Congrats! This is a big step for you and your company. Now, it’s time to get to work.
While most of the logo design process is going to be the same whether you’re on the first or fifth iteration of your logo, here are a few tips to keep in mind when you’re working on a redesign:
- Try to avoid directly comparing your new logo options to your old logo as a measure of success. Instead, focus on how the logo redesign represents your current brand identity or speaks to customers.
- Change can bring unexpected emotions — whether that’s excitement over something new or anxiety about the unknown. Be sure to sleep on any new logo design ideas before finalizing. That way, you’ll know you’re making a change for the right reasons.
- Some elements of a logo redesign, like going with a new color or a completely different design style, will require more substantial changes to branding and marketing collateral (like new business cards, a new website, etc). If you’re not ready for a big overhaul, keep key design elements consistent.
Logo redesign tips
Maintain brand association
People recognize your logo and you don’t want a redesign to sacrifice the relationship you’ve built with customers. Instead of creating a completely new logo, keep design elements from your existing logo, like colors, symbols, styles and shapes.
Design for your audience
Who is your target audience? What are their values? Why do they choose your brand? Design your logo according to these answers.
Be original
In other words, don’t copy your competitors. Design a logo that fits who you are as a brand. Ideally, a logo redesign will make your brand stand out more from competitors, rather than making you look more like them.
Want more on what to avoid in your new logo design? Watch the video below and discover the top five common logo design mistakes. Whatever you do, don’t settle for a bad logo!
What to do with your redesigned logo
You’ve got a shiny, new, redesigned or refreshed logo. Now what?
Read our article “I have a logo… now what?” to learn how to get the most out of your new logo!
To complete the journey from the old to the new logo, you’ll need to transition from where you once were to where you are today. This starts with deciding whether you will phase in your new logo over time or rip off the bandaid and introduce your logo redesign on a set date, announcing the update on your socials and website. Either way, you should update your logo across all platforms and company materials — email signature, web masthead, Twitter handle, Facebook and LinkedIn pages, etc.
Logo redesign FAQs
How do I redesign an existing logo?
You can redesign an existing logo by swapping out design elements to make it more modern or appeal to new audiences. Keeping some key design elements from your existing logo, like colors or shapes, will ensure your logo remains recognizable and maintain the relationships you’ve built.
How much does it cost to redo a logo?
Generally, hiring a designer to design a quality custom logo costs between $300 and $1,300. However, this can vary widely. Read our guide to logo design costs to learn more.
Is there an AI that can redesign a logo?
Yes, there are AI tools that can design or redesign a logo. These can be great for ideation, but keep in mind they have limits. Read our article about AI logo design for a step-by-step guide.
Can I redesign my logo myself or should I hire a professional?
You can absolutely redesign your logo yourself. You can even do this with limited design skills using a free online logo maker like Logomaker by VistaPrint. Alternatively, you can collaborate with a design professional on your custom logo design via 99designs by Vista or using VistaPrint’s logo design services.
Can you modify an existing logo?
Yes, you can modify an existing logo. Consider updating your current logo with fresh fonts, colors or styles while ensuring you maintain your brand’s personality…unless the goal is to match the new logo with a new brand persona! Too much change too fast can alienate existing customers who associate the old logo with your business, so often modifying an existing logo is the best option.
How often should you update your logo?
There’s no specific timeline for updating a brand logo. Instead, redesign or refresh your logo when you feel like it’s outdated, has stopped being effective or no longer reflects who you are as a brand.
Why should I consider a logo redesign for my business?
Consider a logo redesign if your business is targeting a new audience, changing its offerings or messaging, or entering a new market. You might also opt to update your logo if you receive feedback that it’s no longer working.
