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Improve Your Brand Identity by Redesigning Your Logo

Improve Your Brand Identity by Redesigning Your Logo

So, you've heard the saying that a picture is worth a thousand words. Well, that's precisely what a logo is for a brand. It's the first thing that comes to mind when you think about a company or its products.

Think about it: when you see the iconic apple with a bite taken out, you immediately know it's Apple. Or when you see the swoosh, you know it's Nike. The logo design is essentially the face of a brand and can often be the deciding factor in whether or not someone decides to do business with that company.

A great logo design can embody the essence of a business and convey its message to the target audience. And when a logo is executed well, it can be the key to a company's success.

However, even the most beautiful and iconic logos can become dull and stale after a while. With the ever-changing world around us, giving your logo a little facelift is sometimes necessary to keep it contemporary and relevant.

But the question is: how much of a redesign is too much? How far should a business owner go when revamping their logo, and how can it affect their brand? It's a delicate balance because while a fresh new logo can breathe new life into a brand, it can also alienate loyal customers who have grown accustomed to the old design.

So, if you're considering a logo redesign, it's essential to approach it cautiously and ensure the new design stays true to your brand's core message and essence.

When is the right time for redesigning your logo?

Eir New Rebranding

A brand's logo is like its visual identity. It's the first thing people see when they come across a business, and it's often what they remember the most. That's why it's so important to get it right.

But how do you know when it's time for a logo redesign? One way to gauge it is to look at your sales figures. If you've noticed a decline in sales recently and have been losing customers, think about innovating in the branding department.

Another way to get feedback on whether or not a logo redesign is necessary is to launch a social media discussion with one central question at its core: “Do you think our logo should be modernised?” This is a perfect way to get input from your customers and see what they're looking for in a brand.

Once you've gathered some feedback, it's time to organise a meeting with the marketing team. Analyse the data from the previous two points and let them speak their minds. A sincere and honest attitude in this process is vital because that's the only way you'll get valuable results for reshaping your brand and its strong ambassador – the logo.

So, a logo redesign can be a great way to give your business a fresh start and attract new customers. Still, it's essential to approach it carefully and take input from all the necessary stakeholders.

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Set the target audience

Apple Logo Redesign

So, you've decided that a logo redesign is necessary to improve your brand. That's a great decision! But now, it's time to start the rebranding process.

The first thing you need to consider is who your target audience is. Depending on whom you want to attract, the logo's colours, lines, and message must be tailored to their particular preferences.
For example, your logo must be modern and vibrant if you're trying to attract younger people. In contrast, a classic and traditional design might be more appropriate if you're targeting middle-aged customers and elders.

But keep in mind, whatever you do, avoid making massive changes to the logo. While innovation is important, too much of it could have a terrible outcome if your customers dislike the changes.

A perfect example happened to Gap in 2010 when it changed its logo. Their customers didn't like the new design and faced backlash.

It's essential to take the time to come up with drafts, analyses, and different strategies that will positively resonate with your target audience. Attracting millennials to your brand is demanding, and it can take months to get it right.

Staff brainstorming

Brand Logo Identity Vision

You've identified your target audience and have a basic idea of what changes you need to make to your existing logo to keep up with the latest trends in the community. Plus, you've already received valuable customer feedback on social media channels.

Now it's time to bring together your team leaders and chosen employees for some brainstorming sessions. However, remember that this is a slippery terrain, and creating the perfect design might take a while.

You might spend days sharing hundreds of original ideas and still end up in a blind alley. That's why informing the participants in those brainstorming sessions is vital so they might last for months.

On the other hand, if you decide to hire a professional branding agency to improve your brand, it's crucial to go through some guidelines beforehand. This will help you understand how to help the designer know what you want for the best logo redesigns.

You must communicate your brand's values, mission, and overall message to the designer. A professional branding agency will create several logo options for you, and you can provide feedback until you find the perfect one.

Remember, your logo is the face of your brand, so don't rush this process. Take time and ensure your final design resonates with your target audience and accurately reflects your brand.

Keep the relevant bits

Mastercard Rebranding

When redesigning your logo, it's crucial not to discard your old logo completely. As we saw in the example of Gap, a complete change can cause irreparable damage to your brand.

Instead, keeping the relevant bits of your old brand when redesigning your logo is essential. But how do you know what to keep and what to discard?

The best way to find out is to collaborate with your customers. You can create a questionnaire about the old logo and publish it on your social media profiles, asking your clients to fill it in. This way, you can obtain their opinions and feedback.

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When you have their feedback, you'll know what parts of the logo should be included in the new version and what bits can be omitted. For example, your customers may love your brand's colour scheme, font, or symbol, so you could keep those elements while refreshing the overall look of the logo.

Pursue simple solutions

Real Estate Logo Redesign

When redesigning your logo, it's important to remember that less is often more. A logo with too many details can make it difficult for customers to understand the message behind the brand.

Therefore, it's best to stick with simple solutions.
One reason for a minimalistic approach is that modern design trends favour simpler designs. However, this does not mean you must abandon your brand's tradition altogether. Take the example of Adidas. They use their Trefoil logo for traditional products while using the three-striped Triangle for their modern items.

Simple logos with lighter lines are also easier for customers to memorise. Consider the redesigned logo for Airbnb, called “Bêlo”. It's simple yet effective and stays in your mind the moment you see it.

Finally, be careful not to use too many colours. An overload of colours can make a logo look gaudy and kitsch. Instead, choose fewer, well-chosen colours that will have a more substantial impact on the audience.

Mind the tagline

Walmart New Tagline

The tagline is like the sidekick to your logo, and they should work in harmony to promote your brand. It's rare to see one without the other for a good reason. Your tagline is crucial to your brand's message and voice and should complement the logo. When redesigning your logo, consider updating or creating a new tagline to go with it.

A new tagline could be the key to your success if you're trying to reach a new target audience or expand into a new market. It should reflect the essence of your business and tie in with the new logo. These branding elements should work together seamlessly to create a strong impression of your brand in the minds of your customers.

Take Coca-Cola, for example. Their iconic logo representing tradition and longevity pairs perfectly with their tagline, “Always Coca-Cola.” This memorable slogan has become synonymous with the brand and has helped Coca-Cola to maintain its position as a global leader in the beverage industry.

When creating a tagline, it's essential to choose a phrase that is memorable and catchy. A bland or forgettable saying can quickly neutralise the impact of a well-designed logo and ruin your entire rebranding process. So take your time to craft a witty and unforgettable tagline that will sweep your audience off their feet.

Market placement

Logo Redesign Before After

Well, folks, it's time for the moment of truth: testing your new logo out in the wild. Think of it like a science experiment, except instead of test tubes and beakers, you use social media and focus groups.

First, gather 50 of your most loyal customers into a secret Facebook group and ask for their feedback. But don't just stop there, folks. You've got to get some outside opinions too. Contact some professional designers and ask them for their thoughts (and make sure you have a budget for it).

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Next, take your new logo for a test drive on some products and see how people react. It's different when you see a logo on a t-shirt or a mug, right?
Now, here's the deal. If you get some negative feedback, don't get discouraged. You might have to return to the drawing board and start from scratch. But if the comments are positive, you can begin sharing your brand-new logo with the world!

Just remember, it will take some extra effort if you're trying to attract a new audience. Don't bite off more than you can chew, folks. Consider bringing in some experienced brand developers to help you out so you can focus on what you do best – making excellent products.


Redesigning your logo is always tricky because it's a double-edged sword. You want to give your business a fresh, new look, but at the same time, you don't want to alienate your existing customers. It's a balance that requires careful planning and execution.

The key to a successful logo redesign is to listen to your audience. They are the ones who will be interacting with your brand and will ultimately decide if they like the new look or not. So, it's crucial to have their support every step of the way.

It would help if you also remembered that simplicity is critical. Bright ideas implemented and efficiently will make your logo more memorable and recognisable. It's all about creating a visually appealing logo and easy to remember.

When you decide to redesign your logo, it's crucial to consider the feedback you receive from your community. They are the ones who will ultimately determine if your new logo is a success or not. So, consider their opinions, and use them to create a logo that resonates with your audience.

A well-executed logo redesign can increase the value of your brand and ensure a better position in the market. So, keep it simple, listen to your audience, and you'll be on your way to a successful rebranding process.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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