Logo Redesign: How and When to Refresh Your Brand Identity


Your logo is not just a pretty symbol. It is the face of your brand’s values, and identity and represents the customer promise. A great brand story starts with a professional logo. Colors, layouts, fonts, and shapes are all the elements that come together to create an impactful logo and make it memorable for your brand.

Your brand’s visual identity is like a unique fingerprint in the industry. It makes you stand out and helps customers recognize and connect with your brand. But if it is failing to generate the desired results, you need to consider a logo redesign. Now, it can be a bit tricky to figure out the right time and process for revamping your brand identity.

If you want to discover when and how to redesign your logo and refresh your brand identity, keep reading! In this post, you will understand how to look out for signs that your existing visual elements are not working and how to update to stay relevant to the ever-changing customer preferences.

When to Refresh Your Logo and Brand Identity

Now, it can be slightly confusing for business owners to figure out when to refresh their brand identities. This is where it’s important to look out for key factors in your visual branding elements.

Poor Brand Distinction

Poor brand distinction is one sign that your logo needs an update. This happens when your logo looks similar to your competitors’ logos, it confuses the consumers. Research has shown that about 75% of consumers recognize a brand through the logo so if your logo looks generic, or too similar to otters, it won’t appeal to your customers.

Differentiating your brand from the others similar to it in the business will give it a distinctive and memorable personality. You should approach your logo redesign as a strategic strategy that highlights your brand’s unique attributes like strengths, values, etc. This includes:

  • Service or product
  • Customer experience
  • Customer Promise
  • Product innovations

This shows the impact of a logo design on your brand identity and shows that your logo design should resonate with your target audience. So carefully consider how to choose a unique and creative logo for your brand. Sometimes logo redesigns can also go wrong and brands may have to reverse their decisions. In 2010, Gap made an error with their new logo and had to go to using their original one after negative feedback from their audiences.

Outdated Logo Design

If your logo is old or outdated and no longer represents your brand’s identity or is aligned with the brand message. Maybe there are changes in the brand values and mission, you are introducing a new product offer to a new segment of the audience. It simply evolves in response to factors like market trends and internal strategic decisions.

You can also freshen up the logo design to stay consistent with the brand’s values and positioning in the industry. Now, just take one industry as an example here. If you think about it, branding plays an integral role in hotels in London for instance. Places that have clean minimalist logos and well-designed websites instantly attract visitors. Business owners in this niche may consider updating their brand identity designs in cases where they are seeing a decline in bookings.

One of the reasons for this could be an outdated logo design. This is when you could consider a redesign. Make sure to incorporate an appealing color palette, trendy and bold typography in your brand logo, or any other design element that will enhance the brand message that your logo is trying to imply. And with time, consistently renew your logo to reflect your brand’s ability to adapt to the changes happening while staying true to its core values.

How to Redesign Your Logo Guide to Create A Lasting Impression

Okay, so far, we have discussed when you know it’s the right time to revamp your business logo. Now let’s discuss a step-by-step guide to redesign your logo to leave an everlasting impact on your audience. Whether the goal is to elevate your brand’s image or adapt to the changing industry trends, a great brand story starts with a professional-looking logo.

If that sounds interesting to you, keep on reading!

1. Evaluate Your Current Logo

When you finally decide to update your logo, it’s time to evaluate your brand’s current logo design and assess every aspect of the design elements like colors, fonts, and typography. In that way, you can tell which elements are working and that you should keep and which needs a little redesign.

Start by gathering all different versions of your logo, then break down the logo into different design elements and start evaluating each element separately. These elements can include; Texts, typography, layout, shapes, color schemes, or symbols.

When breaking each element down to assess, consider trends and what elements, colors, logo styles, or fonts most brands are using, this should give you an idea of what is appealing to the masses. Also, look for the logo’s adaptability to fit in different sizes and file formats. A versatile and professional logo is easily adjustable. It does not lose its visual appeal and can be effectively used across various digital platforms.

2. Gather Inspiration

Research and start gathering inspiration for the revamped brand identity. Explore the creative and the most recognized logo out there as an inspiration to ignite your creativity. Read other brands’ success stories of logo redesigning.

Don’t try to exactly copy their logo for your brand as it would create a negative impact on your business’s image and will be copywriting theft. You can inspect various elements that make their brand logo stand out and strategically find a way to incorporate them in your next logo.

For example, what types of logo they are using, their choice of colors or fonts to complement the logo design, etc. The next step is to brainstorm different logo concepts and design ideas. Figure out what logo styles to use and which visual elements will look good with it. Different types of logos that you can use are; watermark logos, lettermark logos, or combination mark logos.

3. Develop A Concept

Start by brainstorming with concepts that can help you with the final designs. Think of how your audience will react to it and brainstorm a few ideas that are likely to connect with them. When redesigning your logo, an initial concept can help you create a brand symbol that highlights your brand’s purpose effectively and makes a strong impact on the viewer.

Instead of working with tools right from scratch, you can consider sketching some designs for the new brand identity. This will also help you visualize the logo in different colors, in black and white, and reduce the clutter in the design. You can test out the versatility in the concept development stage as well.

Look at variations where it’s just a minimalist icon that can be displayed as a favicon or as a social media profile display. In the end, developing a concept for your redesign will help you figure out exactly what you can deliver to your audience.

4. Test and Improve

Before we move on to the final stage of the redesign process, let’s talk about this very important aspect. Once you have created your logo, you need to test and make improvements before the big launch. Get feedback from a small focus group of your potential clients or customers, and analyze their reaction to the redesign.

You can incorporate their feedback and improve the logo further before finalizing it. You can also ask your team members for their opinions to get an insight into how the public will perceive it. This could make it easier to avoid redesign mistakes and launch a new logo that lasts for a long time with minimal upgrades.


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5. Review the Final Logo

When you have your logo design ready, it’s time to review it one last time and evaluate the design concepts against your brand goals. Once you’re happy with the design, you can create comprehensive brand guidelines on the usage of your logo like its size, color variations, logo placement, etc.

Give out clear instructions to make sure your logo looks consistent across all marketing channels. You can also prepare your logo assets in different formats like PDF, PNG, JPEG, etc.

Once everything is set, you can start updating your website and social media profiles with the upgraded logo.


These include a potential loss of loyal customers, confusion over brand recognition, and failure to represent the brand’s purpose.

The duration of the logo redesign process varies depending on factors such as the complexity of the design, the extent of research and feedback required, and the availability of resources. Typically, the process can last anywhere from a few weeks to several months.

Successful logo redesigns include those of companies like Apple, Starbucks, and Nike. These redesigns show the importance of simplicity, relevance, and consistency in logo design.

To protect your logo, consider registering it as a trademark or getting copyright protection. Additionally, make sure that proper brand guidelines are conveyed to potential customers and competitors.

When unveiling a new logo, communicate the reasons behind the redesign, emphasizing how it aligns with your brand’s values and objectives. Use multiple channels to reach your audience, including social media, email newsletters, press releases, and website announcements.


Depending on your industry, you may need to upgrade your logos more frequently, as design trends are changing and the designs that were once considered trendy are now becoming old and outdated. A logo redesign opens up the door for you to incorporate these latest design elements in your branding. It can also help you update your brand’s visual identity, maintain relevance, and keep a competitive edge.

We have talked about the signs that you can recognize to see if your logo needs some updates. Let your creativity steer the boat. But be strategic in the choices you make when it comes to your new logo design. To do that you need to first have a clear understanding of your brand identity.

So, there you have it, a comprehensive logo redesign guide on how and when to refresh your brand identity with a new and upgraded logo. Now the only thing left for you is to start assessing your current logo and brandings to see if you need a new professional-looking logo.

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