How to Know When to Redesign Your Logo

To redesign a logo, or to not redesign a logo? That is the question. Consider the recent news about Cracker Barrel. The restaurant chain’s simplified logo redesign generated significant pushback, leading to the company reverting to their old logo. Regardless of how you feel about the public response or the company’s decision, one thing is clear: redesigning, changing, or updating an old logo should be given a lot of thought. 

 

When Should I Change My Logo?

There are certain indicators that suggest when a refresh might benefit your business: 

Your business has changed significantly.

If your company has fundamentally changed its business model, expanded into new markets, or undergone major organizational changes, it might be time for a new logo. 

Your logo looks outdated.

This is not to say that businesses must follow every trend that comes and goes. However, a logo that looks dated might undermine your credibility with would-be customers. 

Your logo lacks versatility.

Businesses today need logos that work across digital platforms. If your current logo doesn’t scale well or doesn’t look good on smartphones, reworking the logo becomes necessary. 

Brand recognition remains low.

If customers struggle to remember or recognize your logo after years in business, the design might not be distinctive or memorable enough to serve its primary function. 

 

Pros and Cons of Redesigning a Logo

Renewed attention to your business.

A logo redesign creates opportunities for media coverage, social media buzz, and customer engagement. This attention can translate into increased brand awareness and potential new customers. 

Improved brand perception.

A fresh, professional logo can elevate how customers perceive your business quality, reliability, and relevance in the marketplace. 

Better alignment with business goals.

Redesign allows you to ensure your visual identity matches your current business strategy and market positioning. 

Enhanced digital performance.

A logo needs to be optimized for digital platforms and look good across websites, apps, social media channels. 

Competitive advantage.

If a logo is distinctive and designed well, it can help differentiate your business from competitors who may have generic or outdated visual identities. 

 

Cons of Redesigning a Logo

Extra expense.

Besides redesign costs, there will be a need to update signs, letterheads, uniforms, marketing materials, and any other branded items, all of which cost money. 

Risk of alienating loyal customers.

Sudden visual changes can confuse or upset existing customers who have strong emotional connections to your current logo. 

Potential loss of brand equity.

If your current logo has high recognition and positive associations, changing it may mean starting over with building those mental connections. 

Implementation logistics.

Rolling out a new logo across touchpoints needs careful timing and coordination. If implemented inconsistently, it can create an appearance of unprofessionalism. 

Maintain brand recognition elements.

Retain key visual cues like distinctive colors, shapes, or typography that customers associate with your brand. Evolution works better than revolution. 

 

Can I Keep My Logo Forever?

If your logo continues to serve your business effectively, there’s no need to change it. Strong brand recognition represents valuable business equity.  Many successful companies have maintained consistent visual identities for decades, such as IBM and Lego.   

And if you’ve updated your logo but it’s not resonating, you can definitely revisit your previous logo designs years later. Case in point: Burberry in 2023 restored its iconic Equestrian Knight Design (EKD) and serif typeface. This move did away with the simplified, sans-serif, sans EKD logo they’d used since 2018. 

 

Tips for Effective Logo Redesign

Maintain brand recognition.

Keep key visual cues like distinctive colors, shapes, or typography that customers associate with your brand. 

Follow fundamental logo design principles.

Essential guidelines like clarity and scalability ensure your logo functions effectively across all applications. 

Test thoroughly before launching.

Conduct internal reviews, gather feedback from trusted customers, and consider focus groups. Testing helps to identify potential issues and ensures your new logo resonates with your intended audience. 

Plan a strategic rollout.

Develop a timeline for updating all branded materials. Prioritize high-visibility items like websites and signage, then gradually replace other materials as budget allows. 

Communicate the change.

Explain the redesign to customers through your website, social media, and other channels. Help them understand the reasoning and what remains constant about your brand. 

Work with design professionals.

While generative AI can help with initial concepts and brainstorming, redesigning an established visual identity requires the attention of experienced designers who understand brand strategy and technical execution. 

 

Best Design Company for Logo Redesign

RipeConcepts has been building brands and perfecting logos since 2009, delivering comprehensive solutions that give visual impact and measurable results. As a creative outsourcing company based in the Philippines, we combine years of proven expertise with competitive pricing, making professional design accessible without compromising quality. 

Your logo deserves a thoughtful investment as the foundation of how the public sees your brand. Connect with highly sought-after design professionals to confidently navigate your logo redesign journey.