One should start from the fact that if something works, it certainly should not be changed. This is especially true for logos. People simply trust what they know, so if your brand has been on the market for some time, you should carefully consider whether a redesign is even necessary. Nevertheless, numerous large companies and organizations decided to take this step. Why? In this text, we will try to explain when it is time to replace your logo with a new one and how to do it.

A logo has a big impact on business. For this very reason, it would be ideal to create a good solution from the very beginning, so that the logo represents your company in the best possible way for a longer period of time. Companies like Coca-Cola , Nike , Apple … have succeeded in this . However, it is inevitable that companies, services and products change over time, as well as trends in the world of design, so it is self-evident that the logo should also keep up with the times.

When and how to redesign a logo?

The logo should not be changed unless you have a good reason for it.

Precisely because of this, it is difficult to judge when it is the right time for a change. At first glance, it may seem like a big and risky step, but your refresh and new “image” can pay off significantly.

Questions to ask when considering this decision are:

Has your business expanded or changed?

If you introduce a new line of products or services by changing the logo, you can draw the attention of consumers that something “big” is happening with you and that they should definitely pay attention to the new range.

Likewise, a merger with other companies or a significant increase, whether in terms of production capacity or number of employees, can be reason enough to change your logo. You will agree that communication with consumers is not the same if you have a craft shop or a corporation with dozens or hundreds of employees.

Do you have a new target group?

Once you have gained the trust of existing customers and somehow rounded off the whole, it may be time to “approach” a new group of consumers. A logo redesign is one way to connect with a new audience without jeopardizing your business.

Do you have new competition?

When you have already positioned yourself on the market, new “players” with new ideas, with their marketing, can take away a certain number of customers. By redesigning the logo, you will show that you are following the trends and attract some new clients in addition to the existing ones.

Have your brand goals changed?

How many times have you heard: “Every beginning is difficult”. When you started, you may have set more modest goals. As your business grows, it’s only natural that it evolves. When you find that your company has outgrown what you originally planned, your logo should show that you are ready for a new era in business.

Is your logo outdated?

This is perhaps the first question you should ask yourself. When was the logo created and is it finally time to change it? It is no longer just a matter of aesthetics and trends, but the design is probably not compatible with the multitude of technological devices that will display it (mobile phones, tablets, etc.). The same applies to the choice of typography . If you have used any of the then existing styles or fonts, it is very likely that it has been heavily exploited by now and is out of date.

“ Know-how”

If after this you have decided that a redesign of your logo is inevitable, it is important to know how you will do it.

Start by researching. Review your current logo and decide which graphic elements of the logo you want to keep and which you want to improve or change. See how other companies have done the redesign and try to apply it to your case.

As the trend in modern design is stylization, think about how you can simplify and reduce your logo. People like to relate to logos that are easy to remember. Try to emphasize the striking parts even more. Avoid the fine details that you may have previously had in your graphic solution. Stick to a clear and unambiguous form.

If your previous logo was a typographic solution, deviate from the framework of the existing fonts, correct the distance between the letters, change their shape, make them unique and original.

It would be nice but not necessary to keep the old colors. Refresh the logo with a more modern shade or gradient.

Just make sure your new logo looks better than the old one. You will probably suffer negative criticism, but it is important to remain consistent in your decision and create the impression that it is exactly what you wanted.

Once you have completed the redesign, the next step is how you want to promote it, that is, how you will inform consumers about the change. Make a decision whether you will introduce the new logo slowly, segment by segment, or whether you will determine the moment in which you will formally present the new logo. Create a clear strategy for how you will draw attention to this change and bring your products or services back into focus.

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