Reasons to consider a logo redesign for your brand

Like most things in life, your logo will age. You can hold onto it forever, but you shouldn’t.

It’s true that a logo will typically have more staying power than a brand’s other visual components; things like typography, illustration, photography, video, and color are more subject to the needs of ongoing campaigns. But that doesn’t last. The more static nature of a logo anchors an organization to a specific point in time, in your business, in your market. And we all know those things don’t sit still. A modern logo design is only modern for so long.

If you’re reading this, we’re betting you’re already considering a logo refresh. You may have compelling reasons to redesign your logo (you can skip the rest and just get in touch). Or maybe it's a feeling that something needs to change, and you wonder if it’s the logo. Maybe you can see how much effort needs to come after—new writing, new materials, new fleet, new communications templates—and really want to make sure this is necessary.

Let’s look at some of the reasons we see clients consider as they undertake this kind of project.

What’s on their mind?

Strategic changes

Some business changes are significant enough to warrant a new look at branding. The level of significance will dictate if that results in a full brand redesign or small-scale adjustments to the different components like messaging and logo design.


One professional services firm we spoke with recently has been around for 24 years. The service they provide now is so different from the original service, which is referenced in the name. Changing a business name will usually prompt a replacement or significant update of the logo, at a minimum.

New markets, new services, new audiences

Significant strategic changes to a business—moving into new markets, offering new services, reaching new audiences—will almost always prompt a reevaluation of primary brand components.

Turnaround strategy

Some businesses end up in the wrong place. Could be bankruptcy, lawsuits, financial issues, or something else. In any case, efforts are undertaken to ‘turn it around.’ Part of that turnaround may mean presenting a fresh new company—new name, new brand, new logo.

New ownership, new leadership

With new ownership and/or leadership, changes to strategy, positioning, and branding are inevitable. Maybe not right away, but in the first five years an evaluation and update of some kind are likely.

Family or partner succession

When a younger generation succeeds the older generation, they may want to make changes to bring the company’s logo and brand forward to match their strategy and vision or to compete in a very different market than in the past.

Merger or acquisition

Following a merger or acquisition, questions about how to resolve the combined organization’s brand will arise. Does one overtake the other with some modifications to the logo and messaging? Do both remain as separate brands in the marketplace? Does a new brand, with all new strategy, messaging, and logo replace both? Changes to the brand and logo are likely, and sometimes inevitable. They can also serve to help align newly combined teams behind a shared vision.

An aging brand

Some logos have been around the block a few times. But even the most iconic, recognized, and valuable logos and brands need upkeep. Some reasons why include:

Misalignment with vision and strategy

Businesses evolve through changes in services, leadership, marketplace, and generations. Sometimes a business has grown into a new vision and strategy, and the brand has yet to catch up. This can cause a mismatch of expectations to reality for customers and prospects.

Misalignment with the market

Misalignment with the market refers to a logo and brand that doesn’t meet the needs or expectations of their audience and customers. It may have been spot-on at one time, but things change. Generational change is one obvious example of where misalignment occurs. A ‘good logo design’ for one generation is not likely to look as relevant to their children’s generation.

Misalignment with current norms

Ten or twenty years ago, a logo was commonly applied in traditional print media and website. Today, in the 2020s, the print applications have decreased and a pile of new digital applications have arisen. Social media, web apps, digital ads, animation, AR/VR, video, presentations may all require a different kind of asset, and flexibility in a logo and brand system. Older logos and brands may not fill those needs.


We encounter all sorts of problems when talking with people about redesigning a logo and the surrounding brand. Here are a few themes.

Never had one

It doesn't happen often, but we have seen clients who have operated for years without any logo or brand in place. Perhaps they were so well-niched or well connected that it wasn’t necessary. But the reasons up and down this list can often make it necessary.


Some folks discover, either by accident or legal notice, that their logo is infringing on someone else’s trademark. This is sometimes the result of a rushed project, a lack of research, neglecting the trademark process. This is a problem that needs immediate solving.

Poorly defined

These problems show up as inconsistencies. The brochure doesn’t have the same logo as the website, which doesn’t match the office sign or the email signatures. Everything was created by a different employee or vendor, and no one has wrangled everything into a single, cohesive system.

Missing pieces

Sometimes the agency that created the current logo is no longer an agency. Sometimes the staff that worked with that agency are long gone and unreachable. Sometimes everything that anyone needed was on a laptop that has been retired. Some or all of the digital files and other assets are simply missing.

We have been asked to reverse engineer functioning logo assets from a printed business card. While this may be possible, if a logo has been in use long enough that all its parts are missing, it’s probably time to revisit.

What are you considering?

Every business leader we talk to has their own mix of reasons for contacting a branding agency. Some will have a single, acute reason for pursuing this kind of work. Others may have a less urgent mix of several reasons. We make no assumptions about those in our conversations, and instead have learned to listen. You know so much more about your business than we ever will; you’re the expert. So tell us

  • Why is this on your mind?
  • Why right now?
  • What have you considered?
  • Who are you talking to about it?

Let’s talk

Schedule a conversation today

Case studies

Our branding case studies below include logo redesign examples. Each includes a mention of each client’s journey and reasons as they decided to update logo, color, typography, and the other components of their brand.

Chalkbox before & after - Dog Guard logo
Chalkbox before & after - R+K Foods logo

More examples are always available on our Work page.