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Your company’s logo is the visual representation of who your company is, and just like your company evolves over time, so should your logo.
Today, marketing incorporates much more digital, visual, animated, emotion-evoking strategies, so it’s important for your logo redesign to be able to translate well between these platforms. There are many benefits of updating your logo, so to help you simplify the process, here are four steps for a logo refresh. Whether you're planning a subtle refresh or considering rebranding your logo entirely, following the right logo redesign process steps can mean the difference between a redesign that resonates and one that alienates loyal customers.
Step 1: Keep Up With the Times
Much like fashion, logo design follows trends—color, fonts and use of icons all come into play when considering a logo refresh. This may mean a few small tweaks to your existing logo or a complete overhaul, depending on how old your logo is and how much your company has evolved.
Of course, that’s not to say that just because your competitors are all using green, you need to as well. The elements of your new or refreshed logo need to reflect your brand, not your competitors’; therefore, it’s often best to start by taking a close look at your brand and target audience—which brings us to the next step to consider.
Step 2: Keep it Meaningful
Instead of redesigning your logo just for “the sake of change,” there should be a strategy behind your redesign. Before opting for an update or complete redesign, consider the following:
- Has your company’s target audience changed over time?
- Has your company expanded its services/products to new areas where your logo hasn’t been seen before?
- Did an amateur design your original logo on a shoestring budget, and you’re now in the position to put the thought, energy and funds into a memorable, meaningful logo that really communicates who you are now?
If you answered “yes” to any or all of these questions, then your logo is most likely due for an update. If you answered “no” to any or all of the questions, your logo may still benefit from a redesign, but you may also want to consider other digital marketing strategies to promote your brand.
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Step 3: Keep it Simple
Today’s logos need to be conducive for digital applications, which means the less complex it is, the more memorable it will be. Too many colors, gradients or intricate details within a logo will not translate well when represented in digital formal. For example, a vibrant gold color on your business card can translate to a dirty mustard yellow on your website.
Consistency in appearance whenever and wherever your logo is seen, is the number one rule in logo redesign! This not only applies to the colors within your logo, but also the overall design itself. While intricate lines and delicate typeface may look crisp on a printed piece, it may appear too busy when displayed digitally—especially on a smaller mobile device. Clear, concise simplicity within your design is key.
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Step 4: Keep it Recognizable
When you start a business, you build relationships with consumers. Your customers have come to know your brand and logo (for better or worse!). Therefore, unless you’re starting from scratch and renaming your company (which calls for a total rebrand, not just a new logo), a well-redesigned logo retains the elements that have become familiar and been ingrained in your audience’s mind. This is the real dividing line between a logo redesign and rebranding your logo entirely—renaming or fundamentally repositioning the company calls for the latter, not just a visual refresh.
For example, consider McDonald’s . While the logo elements have been updated over time, once they were introduced in the 1970s, those famous golden arches have remained the constant (You can see other successful logo redesigns ).
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In addition, both MasterCard and Apple are good examples of keeping consistency and retaining familiar elements. These are some of the most studied redesigned logos in branding history precisely because they show restraint—updating without erasing. After an initial redesign in the beginning stages of business, both companies have refreshed their logo with small tweaks and changes. Through each logo update, MasterCard has kept it's signature red and yellow circles, and Apple has kept it's apple shape.
With a strong understanding of your brand and experienced design team, you can develop a fresh, yet familiar face for your brand. An updated logo will give a fresh look to your website and social media presence, as well as project an image of relevance and evolution to your customers. If you follow the above steps, your logo redesign will:
- Communicate a fresh, energetic, progressive attitude that will resonate in customers’ minds
- Be distinctively memorable as a result of strategic forethought before pencil is ever put to paper
- Translate well over multiple marketing vehicles, including digital and print media
- Take the best of your existing logo and transform it to express your growing and evolving brand
Frequently Asked Questions
How do I know if my logo needs a redesign?
Signs include: your target audience or offerings have changed significantly since the logo was created, the original design was done informally or on a tight budget, or the logo simply doesn't reflect who your company is today. If none of those apply, a redesign may still help, but the issue might be elsewhere in your marketing.
What's the difference between a logo redesign and rebranding?
A logo redesign refreshes or updates the visual mark itself. Rebranding is broader—it typically involves renaming, repositioning, or fundamentally changing what the company represents, with the logo as just one piece of that larger shift.
How often do brands typically redesign their logos?
There's no fixed schedule. Most well-known brands make small, incremental updates every 10-20 years rather than a dramatic overhaul, preserving recognizable elements (like McDonald's arches or Apple's silhouette) even as the details evolve.
Should a logo redesign match my competitors' branding?
No—matching competitors' colors or style just makes your brand less distinguishable. A redesign should reflect your own brand and audience, not trends your competitors happen to be following.
Ready to Redesign Your Logo the Right Way?
A logo redesign done well should feel like an evolution, not a departure—familiar enough to keep the customers you have, fresh enough to reflect who you are now. Watermark's design team can help you strike that balance.
to get started.
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Karrie Lucero
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Oct 3, 2016
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