Your company’s logo gives a first impression—does it reflect who you are and what you do? Just like individuals, companies and organizations evolve over time, and if you’ve evolved away from your logo design, or other significant changes have taken place in your industry, it might be time to give it a refresh or update.

Before you rush into a new design process, however, let’s talk about five compelling reasons why it might be time for a logo change—and then a few for why it might not.

1. Your logo doesn’t adapt well to modern media.

If your logo was designed 15-20 years ago, it might not be optimized to work well on a website or on social media platforms like Instagram, Tik Tok or Twitter. Since brands promote themselves in many new ways these days, your logo should be adaptable across all media, including mobile.

2. Your logo looks dated.

Typography trends change, and if your logo has outdated typography and screams “We loved the 90s!.” it might be time for a trip into the 2020s. Your logo may also include old design trends—for example, shadows were commonly used in the early 2000’s. That’s not the case anymore, so a refresh might be in order if your logo is still sporting those shadows.

3. Your logo doesn’t represent your current brand.

Over time, most businesses change as they grow and maybe morph into something a little different than when they started. It’s common for entrepreneurs to start out with one product or service, then grow into something else. If your logo doesn’t reflect what you currently offer, it’s time to refresh your logo to something that better reflects your brand.

4. Your logo was a DIY project.

If you or a friend created your logo in a snap just to get something on paper, it could be time to have a professional step in. This is more common than you think, especially for new organizations and startups that have limited resources. If your brand has grown up a bit since your DIY logo, though, it’s probably time for it to grow with you.

5. Your logo is too complex.

The growing trend for a while now in logos has been toward simplification. Gradients and drop shadows were popular at one time, but these techniques look dated now, plus they don’t translate well across all media. Your best bet: Choose a simple logo design that uses up to three colors, but also looks good in black and white and is easy to reproduce in a variety of sizes. You might want to ask yourself these questions: Can my logo be stripped down to its most basic elements? Can the size of it be expanded or shrunk without losing its readability? Does it look good black and white or in a single color? If the answer is no to any of those, think about a refresh.

(And a few why you shouldn’t update your logo)

Now let’s flip the script and talk about when you should NOT change your logo:

  • You had a change in ownership or management.
  • Your business moved its location.
  • You’re starting to gain traction in your market.
  • You’re chasing trends, and it’s been less than five years since you last changed it.

In all these situations, keeping your logo consistently the same will likely be more advantageous. Your best bet: Talk to marketing and branding professionals who can steer you in the right direction.

One thing to note: A new logo doesn’t necessarily mean a total redesign. Oftentimes, brands will benefit more from a logo refresh, where minimal but important changes are made to give their logo a slight facelift—this type of update can mean a more modern look while preserving brand equity.

Got questions now about your own brand’s logo? Talk to our creative experts who’ll give you an honest and professional opinion.

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