7 Signs Its Time for a Logo Redesign

It’s easy to underestimate the power of great branding and strong logo design. A company’s logo is often the first thing a potential customer will see, and it needs to make a good impression.

A well-designed logo can communicate your brand’s values and give customers a positive association with your company. But if your logo is outdated or doesn’t reflect your brand accurately, it could be doing more harm than good.

If you’re not sure whether your logo could use a refresh, here are seven signs it might be time for a redesign.

Read why great logo design costs more than $100.

1. Old Logo or Outdated Typography

If your logo looks old-fashioned or feels dated or the typography is hard to read it might be time to update your logo. As times change, so do design trends and what was popular 10 or 20 years ago might not be relevant today. Think of when Pepsi did a huge rebrand in early 2008, shifting from a 3D look:

pepsi logo 2006

to a flat design:

pepsi logo 2011

If you want your brand to be seen as current and relevant, your logo should match. Regularly updated logos also show customers that you’re an active and forward-thinking company.

To stay ahead of the curve, it’s important to keep your logo design fresh and current. This doesn’t mean you need to completely overhaul your logo every few years but making small updates can go a long way.

2. It’s Not Unique

Your logo should be unique and instantly recognizable. If it looks too similar to another company’s logo or doesn’t stand out from the crowd, it’s time for a change. How many roofing companies or relators use a roof over their name as their logo? Way too many. If your logo is not unique it will just blend in.

A good logo design will convey your brand’s unique identity and set you apart from your competitors. When customers see your logo, they should be able to instantly tell that it represents your company.

3. You Made It Yourself

If you made your logo yourself years ago or had the office manager make the logo, it might be time to redesign the logo to make it more professional and updated.

While do-it-yourself logo design may seem like a cost-effective solution, it’s usually not worth the risk. A poorly designed logo can make your company look unprofessional and damage your brand.

4. Doesn’t Represent You Well

Your logo should accurately represent your company, its values, and what it does. If your logo doesn’t reflect your brand accurately, it’s time for a change.

For example, if you’re a luxury brand but your logo looks cheap or amateurish, it’s not doing its job. Likewise, if you’re a fun and playful brand but your logo is too serious, it’s time for a redesign.

Additionally, if it’s something that could be misunderstood or has a different meaning, or is offensive, it might be time to redesign. Or, if people don’t understand your logo or it doesn’t make sense, that can be a surefire sign a re-do is in order, too. If people are constantly asking you what your logo is, or what it represents, it’s time for a change.

Lastly, if your brand is associated with a failing brand, company, organization, or partner, then it’s time to rename and redesign.

5. Too Complex or Not Versatile

Over time logos usually become simpler. If it’s not versatile enough to work on a shirt, pen, or social media then you’re limited by it. The logo should work well small and be easily reproducible. A good example comes from Starbucks, which redesigned its logo in 2011 to a simplified version of its previous design.

starbucks logo 1992

The 1992 logo wasn’t all that cluttered but the redesign in 2011 saw it lose the company verbiage, invert the colors, and focus solely on the mermaid.

starbucks logo 2011

If your logo is too complex, people will have trouble understanding it. A good logo is simple and easy to remember. It should be able to be reproduced in a variety of settings and still be recognizable.

Read 4 Principles of Effective Logo Design.

6. Various Versions in Use

If your company has multiple versions of the logo in use, it can create confusion and make your brand look unprofessional. It’s important to have a consistent logo that is used consistently across all platforms.

So, if some people like the old version of the logo and some people like this other version and there’s not a clear logo or brand, it’s time to redesign your logo. If it’s not consistent, it will just look like you don’t know what you’re doing. Or, it could give the impression that you just don’t care about how your company is perceived, which isn’t very good either.

7. Changing Direction

There are a number of reasons why a company might change directions, such as being acquired by another company, merging with another company, rebranding, or simply evolving over time. If your company is changing directions, it’s probably time for a new logo.

A logo should represent where a company is going, not where it’s been. If your company is changing directions, your logo should reflect that change.

So, if you’ve recently merged or acquired another company it might be time to change your logo. Or if you’re offering new lines of services that don’t fit within the existing brand umbrella. For example, let’s say you run an electric company that starts offering HVAC services. Your logo may need to be updated to reflect this shift in focus.

Or perhaps two churches merging together might want to have a new logo that represents the combined church. This would help to unify the brand and to make those who had up until this point attended both churches feel more at ease with the transition.

Even recently changing locations could be a solid reason to need a new logo, especially if your logo featured aspects of your previous environment prominently. For instance, if your company was located in the Rocky Mountains but you’ve since moved to the desert, your logo featuring a mountainous backdrop would be confusing at best.

What To Do Next?

So, are you thinking about redesigning your logo? The best place to start is by talking to a professional logo design company. A logo is a critical part of your brand and it’s important to get it right, which makes it all the more imperative to invest in having a professional complete this work for you.

If you’re looking for a professional to help you with your logo redesign, contact us. Or request a free quote. We’d be happy to help you take your brand to the next level.

We build brands stronger, fueled by creativity, and inspired by people.
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About Us

Johnny Flash Productions

Johnny Flash Productions is a creative agency based outside of Washington D.C. that focuses on digital strategy, web design and development, graphic design and event production that helps businesses get better results from their marketing.