You see your logo every day, but when was the last time you really looked at it? As the public face of your business, it carries the weight of your brand strategy. A logo that no longer works may be a warning that it no longer represents your overall branding strategy.

Brands evolve to survive. Logos have to evolve with them. Here are 7 signs that it might be time for change.

1. Your company is undergoing a big change, transition or merger

New leadership, new directions, new strategies. Times of change are the perfect opportunities to re-evaluate your strategy. As your business strategy evolves – or is turned upside down – it makes sense that your brand identity should evolve with it. A new brand mark is a natural way to mark change for both your employees and your customers.

2. You see part of your logo in a clip art catalog

It’s sobering to discover your brand identity may not be as original as you thought. Designing a strategic logo should be inspired by brand strategy, not by clichés that might seem cool but are really just copies. If your logo isn’t as unique as your brand, it could be time call a branding agency for help.

3. Your logo has way too many versions

Collect every example of your logo representation in action. Are the logos identical, or is it a jumble of special exceptions for events, sales, sub-brands and anniversaries (often cobbled together by well-meaning employees)? Too much variety is confusing and erases your true identity. A rebrand and strong set of brand voice guidelines restore order and keep everyone in line.

4. Your logo makes you feel nostalgic

A logo that recalls another era is outdated, unless your identity is unapologetically retro. Brands chase fashion with the best of them. Technical limitations, trends and positive associations create a recognized style that makes sense to follow. But you’re not a brand follower, you’re a brand leader. That means it’s time for a brand evolution to bring you up to date.

5. Your business doesn’t reflect what your logo shows

If you’re an innovative tech company, why does your logo look like a newspaper masthead? Or maybe your brand strategy promises energy and hipness, yet your logo seems flat and plain. Brand identity should be crystal clear in your visual expression. If your brand is about speed, style, strength, positivity or reassurance, make sure your logo is too.

6. Your logo isn’t flexible enough to survive

Does your logo work just as well and look the same in print, digital animation, a billboard and social media? How about on an enamel pin or an embroidery? A logo redesign can help your brand identity live in all forms and formats. Even tattoos.

7. Your logo is simply chaotic

Brand logos can gain weight over the years. Maybe you started with brand simplicity. Add a logo tagline here, an arc there, maybe a founding year, some 3D elements, extra color, a secondary font and a carnival of shapes and you end up with a heavy branding stew. Get back to basics for a truly necessary – and clear – idea that expresses brand strategy. Simplicity is harder that it looks.


Change is part of the natural order in branding. Knowing when to make those changes – and how to do it strategically – will help your brand survive. In the end, if you’re even wondering whether it’s time for a brand update, it’s probably time.