Logo Redesign: Why Redesign an Existing Logo and Not Create a New One

A logo is a key part of a company's branding, so it is no surprise that it deserves special attention. A well-designed logo can communicate a company's values and help it stand out from the competition. A poorly designed one, on the other hand, can damage a company's reputation and make its brand harder for customers to remember and recognise. That is why a logo redesign needs careful planning and execution.

In this article we discuss why logo redesigns matter and, we hope, help you decide whether a new look is right for you and how to implement the changes so that they benefit your business in the long run. We also look at some of the common mistakes companies make when redesigning their logos. Let's get started.

What is a logo redesign?

A logo redesign means a company or organisation replacing its current logo with a new one. There can be many reasons, such as a rebrand, a change of name or a change in the company's direction. Most often the new logo is simply a more modern version of the old one, keeping its colours, typography or icon. Sometimes, however, the logo changes completely.

It is a big decision for any company, because updating all its materials with a new logo can be expensive and time-consuming. So before you embark on a redesign, do your research: a new logo can have a big impact on how customers perceive a company.

Reasons for a logo redesign

There are many reasons companies decide to redesign their logos. Sometimes the company has gone through a change, such as a merger or acquisition. In other cases it wants to update its image or target a new audience.

Some common reasons for a logo redesign are:

The company has gone through a change:

As mentioned above, companies sometimes redesign their logos after a change such as a merger or acquisition, because a new logo can help communicate the company's new identity. The company may also be changing direction and no longer be in the same line of business as before.

The company wants to update its image:

Over time, a company's image can become dated. This is especially common in fast-moving industries such as technology. A logo redesign can help refresh a company's image and make it more relevant to its target audience.

The company wants to target a new audience:

As a company's target audience changes, so should its logo. A company targeting a new audience may want to redesign its logo to appeal to that new market.

The company wants to be more recognisable:

A company may redesign its logo to make it more recognisable. This is often achieved by simplifying the design or using more distinctive colours or shapes.

The company wants to be more memorable:

A company may also want to redesign its logo to make it more memorable. This can be done with a distinctive design or by incorporating elements associated with the company's brand.

How to redesign a logo

Before you start, you need a plan. When redesigning your logo, you need to understand three things: your business goals, your current position in the market and your industry's position in the market. You also need to understand the reputation you have built over time.

You need to understand all of this before moving forward with the redesign, because it will influence every decision made along the way.

Here are some tips to help you through the process:

1. Determine the objectives of the redesign:

What does the company want to communicate with the new logo? What are its values, and how can they be conveyed through design? It is also important to consider the company's history and how its logo has evolved over time.

2. Gather inspiration:

Once the goals of the redesign are set, the next step is gathering inspiration. You can look at other logos in the same industry, or at the logos of companies whose values are similar to those of the company being redesigned.

3. Sketch ideas:

Once you have gathered inspiration, it is time to start sketching ideas for the new logo. Don't hold back at this stage. Some ideas won't look good once they are on paper, but they might inspire a new one.

4. Get feedback:

Once a few potential designs have been created, it is important to get feedback from others, for example by showing the designs to employees, customers or even friends and family.

5. Choose the final design:

After gathering feedback, it is time to choose the final design. It should reflect the company's values and goals and be something employees, customers and others can be proud of.

6. Implement the new logo:

The last step is implementing the new logo. This includes updating all the company's marketing materials, as well as its website and social media accounts.

Logo redesign mistakes

When redesigning a logo, it is important to avoid mistakes. Because a redesign is expensive and time-consuming, mistakes should be kept to a minimum and, ideally, the best possible logo should be created at the first attempt.

1. Don't make too many changes.

Sometimes a subtle change is all it takes to update your logo. Too many changes can confuse and alienate your customers.

2. Don't stray too far from the original.

If your customers already know your logo, don't change it so much that they no longer recognise it.

3. Don't lose the original meaning.

Make sure the new logo still represents what your company stands for, and don't make any changes that alter the message your logo is trying to convey.

4. Seek professional help.

Don't try to redesign your logo yourself unless you are a professional graphic designer. It pays to invest in a professional for such an important task.

To avoid these mistakes, companies should take the time to consider their goals for the redesign carefully and consult experts, so that the new logo is effective and reflects their brand.

How do you know if a redesign is needed?

1. The first question you have to ask yourself is whether the current logo is outdated

A good rule of thumb is that if your logo is more than ten years old, it may be time for a redesign. There are always exceptions, of course: if your company is going through a rebrand, for example, a new logo might be in order.

2. Look at your competition

How do their logos compare with yours? If theirs look more modern or reflect their brands better, it may be time to update yours.

3. Pay attention to your brand identity

Has it changed over the years? If so, your logo should reflect those changes. For example, if you have recently added new products or services, your logo should reflect that expansion.

4. Finally, ask yourself if you just don't like your current logo.

If it is not aesthetically pleasing or doesn't reflect your brand well, it may be time for a change.

These are all valid reasons to consider a logo redesign. If one or more of them applies to you, it may be time to update your logo, but first talk to a professional graphic designer and your marketing team.

What are the risks of a logo redesign?

A logo redesign carries several risks. The most common is that the public will not take to the new logo, which can lead to lost customers and negative associations with the company.

If the new design departs too far from the original logo, it may put off existing customers. Customers are loyal not only to products and services but also to how a brand looks, which is why a redesign that strays too far from the old logo, or changes its look completely, can provoke a very negative reaction.

Creating an overly complicated logo is another risk, because it makes the logo harder for customers to remember. Simpler images, colour combinations and fonts are easier to remember; the more complicated the logo, the greater the risk that it won't leave a lasting impression.

Other mistakes include ignoring the meaning of the current logo, not taking the time to understand the brand, having no clear idea of what the redesign should achieve, leaving key people out of the process, having no clear timeline, not testing the new logo and having no plan for the transition from the old logo to the new one. If any of these steps is neglected, the redesign risks failing.

A logo redesign can also be expensive and time-consuming, so it is important to weigh up the risks and benefits before making any changes.

Avoiding these mistakes is key to a successful redesign.

If you decide to go ahead, be patient and let the process run its course. A logo redesign takes time, and you need to stay open and flexible throughout.

Be open to change and experiment. A good designer will encourage you to try different ideas, shapes, compositions and colour schemes; that way you end up with something unique that sets your company apart from its competitors' logos in a positive way.

Examples from our work

Three redesigns show how much, or how little, a logo needs to change:

• Eko-Mlaz.dm: for this company from Novska, founded in 1994 and working in design, consulting and monitoring for water supply, drainage, construction, and nature and environmental protection, we kept the recognisable colours and basic shapes of the old logo and built a new icon from green and blue lines that form the letters "E" and "M", with a blue droplet that stands for water.
• Radić: a simple, modern logo in clean black lettering, where the stroke of the "R" extends into a sharp orange triangle, so the letter also works as a standalone icon.
• Euro Projekt Scriptum: alongside the redesigned mark, with the initials EPS and three yellow stars inside a square, we also created the Croatian slogan "Umijeće uspjeha do EU fondova" (roughly, "the art of success in securing EU funds").

Conclusion

A logo matters because it is often the first thing a potential customer sees. It should be attractive and reflect your company. If you are not sure whether you need a new logo, ask yourself these questions: Is the current logo outdated? Do your competitors have a better logo? Has your brand identity changed? Do you simply not like your current logo? If you answered yes to any of them, it may be time for a redesign.

Thinking about a redesign? Our Logo design page explains what the service includes; as well as new logos, we also redesign existing ones.

Need a logo redesign? Send us your current logo and a few lines on what you want to change via our contact form or by email, and once we have seen it, we will send you a quote for the redesign.

You can see our work in our portfolio.

If you liked this article, take a look at our blog for more articles on graphic design.

Thank you for reading!