We see a lot of clients who have issues with their logo. Sometimes they know it needs a redesign; sometimes they don’t. Sometimes they know what needs changing about it; sometimes they’re not so sure.
Many brands undertake logo redesigns more often than might at first be apparent: the best redesigns quickly come to feel as if they have always been in place. Keeping your logo fresh is a critical part of ensuring a brand maintains its power to speak to its audience – so understanding when to make some changes is really important.
Getting any logo right is a tricky task. Achieving the clarity that powers the best company ident is, in contrast, pretty complicated. Knowing when and how to start a logo redesign is the first step to success.
So here’s a logo redesign checklist. Want to know if a logo needs a refresh? Consider these four factors.
1. Has it been a while?
All things evolve. Perhaps a company has altered its offering; maybe design trends have moved on. Either way, if it’s been some time since a logo has been looked at, then it’s probably time it got a once-over.
For example, in the 1990s, serif typefaces were all the rage. Now, sans serif fonts rule the waves. A company’s customers have their expectations influenced by trends in the wider culture; great logos shift incrementally as the times change.
2. Does the logo have an instant impact?
The perfect logo speaks powerfully of a brand’s strengths and values. It embodies in pictorial form the fundamentals that make a business what it is. Anyone who sees it should have an immediate – and positive – connection with it.
Giving any logo a good once-over is about being honest on this front: does the logo really represent the business? Will a customer or lead really understand and connect with it as soon as they lay eyes on it? If the answer is no, it’s time to rethink.
![](https://squibble.design/wp-content/uploads/2019/11/consistency-across-branded-materials-1024x418.png)
3. Does it conform to the brand’s guidelines?
Like trends and expectations, brand guidelines shift over time. New websites or divisions, new products or messaging often shift or alter the way a brand sees or expresses itself. Logos need to shift with them.
Inspect a logo closely to ensure that it agrees with how the business it represents communicates elsewhere. If the brand tone of voice is informal, the logo should follow suit; if more corporate, then the logo may need to smarten up. Consistency is key.
4. It’s too fussy.
A logo is important, but it can’t do everything. Today, the best logos are also the simplest. Since online applications are now such a prominent purpose of every logo, keeping things clean and straight-forward usually proves the wisest approach.
From apps to mobile websites, concise logos look best. Older idents, however, are often a little more cluttered than that. If a logo could stand some streamlining, then, it’s time it got a refresh.
In other words, logos should be continually reviewed. Constant change will undermine brand recognition … but periodic updates will improve and enhance impact and reach.