Logo redesign: five signs it is time
A logo does not need changing often. But when it holds your organisation back instead of carrying it, keeping it costs more than redesigning it.
Changing your logo is daunting, and that is a good thing: a visual identity is built over time, and stability is reassuring. Yet some brands cling to a mark that no longer looks like them. Here are the five situations we come across most often.
1. It is unreadable when small
On a WhatsApp profile picture, a website icon or a badge, your logo becomes tiny. If it is loaded with details, gradients or long text, it turns into a smudge. A good logo stays recognisable at a few millimetres.
2. Every medium has its own version
One colour on the shopfront, another on the invoices, a third on Facebook: when nobody knows which version is the “right” one, a brand guideline is missing. Sometimes creating one is enough; sometimes the logo itself needs redrawing so that it can adapt.
3. Your business has changed
You started in transport and now work in logistics, consulting or import. If your logo still tells the story of your first trade, it shrinks the image your clients have of you.
4. It looks too much like another
A logo too close to a competitor’s — or taken from a stock library — makes you interchangeable. It can also cause real problems when you try to register your trademark.
5. You no longer dare to show it
This is the simplest sign: if your team avoids putting the logo forward in an important presentation, it is no longer doing its job.
Redesigning does not mean erasing everything. The best redesigns keep what people already recognise.
Redesign without losing everything
A successful redesign starts with an inventory: what your clients associate with your brand (a colour, a shape, a name) and what bothers you day to day. We then deliver the logo with complete brand guidelines — colours, typefaces, variations — so that every medium, from the shop sign to an Instagram post, speaks with one voice.
