It sometimes becomes necessary to redesign, or update a logo. Bringing freshness and current trends to an identity can be the act of merely changing colors, manipulating elements, changing a typeface, or changing the identity completely. If an identity has a complete makeover there is typically a transition period to phase out, and phase in the new logo identity.
We have made adjustments to many client logos in an effort to refresh and create a new vivid and fresh identity. What seems like a straightforward process can become involved and expensive depending on all that needs to be changed. Typically identity modifications require reworking letterheads, envelopes and business cards. Increasingly when the change is major, it may include changes to signage, websites, domain name, additional business collateral like checks, catalogs, mailing labels, and fax cover sheets, to name just a few. Furthermore, there could be licensing and legal matters that may require attention as well.
Your logo represents your business. Making sure it appeals to your core market group, and is memorable should be your goal. If neither is true of your current logo then perhaps you are due for an update, or a complete renovation. Is it time for you to rebrand?
Bottom line… updating an old identity is often challenging. An existing logo keeps you locked into a lot of elements, whereas starting from scratch leaves the possibilities wide open. For Katy and I, designing a logo is probably our favorite kind of job. Whether there are slight edits or full on design or redesigns, letting the imagination be creative is just plain fun, and we embrace the challenge.
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