Should you update your brand logo? 

Success blog.

Lydia Robison

Graphic Designer


A logo is not your brand, nor is it your identity. Logo design, identity design, and branding all have different roles to play that can make up the perceived image of your business or product. Logos are used to identify a business in its simplest form by the use of a mark or icon. A quick glance at your logo can give an individual the impression that your organization is modern and professional or outdated and amateur. There are many companies who have gone through various logo changes through their decades long histories. The question is ‘why and when did they change their logo,' and even more importantly, 'when will it be time for you to give your brand a new image?’ Here are some vital questions to ask yourself when deciding if your company logo needs an update.


Does your logo represent your current business?

A strong logo gives people a sense of what you do. Obviously, a single image can’t say it all, but in subtle and even subconscious ways, it can say a lot. As a company grows and/or achieves a different market position, the aim of the company becomes more clear and it opens itself to new markets. This means that you may not be the same business as when you started. As a result, your logo no longer accurately reflects what you do…this might be the moment to change the company’s logo and give it a new direction. The creative questions that remain are: which elements of the logo should be retained from the old identity, if the change in the logo should be an evolution, or if it should be a completely new visual concept. If your logo is not “you” anymore, it may be time to bring it back in line with your organization.


Was your logo a do-it-yourself project?

Would you lay the foundation for your new home yourself? Or would you hire someone who knew nothing about interior design to decorate your new home? Most of us wouldn’t. We would hire a professional to insure that we get the best results possible. If you created your logo or had a friend create your logo for you, it may be time for a professional to step in.  A professional designer knows how to direct your logo to your target audience. First impressions are very important, and if your design represents your company in a professional manner you may gain customers that would otherwise be lost.


Is your logo too complex?

Many times people try and incorporate too much into a logo; cramming three different icons into one. However, doing so ignores the true purpose of a logo. Logos should be kept clean and simple in order to be recognizable, timeless, and versatile. Some designers create complex logo designs to impress clients. This is a big mistake. Logos must look simple to the people and target customers so that they can easily grab a message, which is the main purpose behind designing a logo. Think about logos for Target or Google. They’re both simple, but they incorporate ideas and design elements that reflect the purpose of the organization. The best logos find ways to say a lot with very little. Moreover, a complex design may lose its shape, size, or key design details when printed or displayed on different surfaces such as newspapers, posters, or websites. Ask yourself these questions: Can the logo be sized up or down and still be readable? Does is look good in black and white? Can you derive an icon from it? If the answer to any of these questions is no, it may be time for a new logo design. 


Is your logo timeless?

Some fonts, shapes, or color combinations can make your company look behind the times. Think about visiting a website designed a decade ago. Or a house decorated in the 1980’s. You can easily tell it’s dated. Trends and tastes change and that can affect perceptions of your logo. 

An effective logo should be timeless - that is, it will endure the ages. Will your logo still be effective in 10, 20, 50 years? 


There’s no definitive time when you should redesign your logo. But you can probably take a hard look at your logo and intuition will tell you if it’s time for an update. If you look at your logo and it just doesn’t represent who you are as an organization - today, at this very moment - you might want to think about making some changes. 


Having a strong image that represents your brand that people can easily visualize when someone mentions your company name certainly won’t hurt your business. On the other hand, having a generic or dusty logo just might turn off a potential lead.


Looking for some feedback on your logo? Pass it along to our creative professionals here at Ipseity Creative and we’ll let you know what we think.