Your logo is the face of your business, a visual identifier that aims to communicate who you are and what you stand for. Over time, as markets evolve and trends shift, it's essential to consider whether your logo remains a strong representation of your brand and identity. A logo redesign can breathe new life into your image, but it's a delicate process that requires thoughtful consideration. In this article, we'll explore when and how to refresh your logo.

The Evolution of Brands

Brands are living entities, adapting to market shifts, evolving consumer tastes, and internal growth. While preserving brand consistency is crucial, it's equally important to contemplate making changes if your current identity no longer truly reflects your business and ambitions.

When to Consider a Logo Redesign

1. Repositioning Your Business:

A shift in mission, values, or target audience can be the catalyst for a logo redesign. This offers you the chance to realign your visual identity with your business's new approach.

2. Outdated Design:

Not all logos are designed equal, the unfortunate reality for a lot of businesses is that they find themselves with outdated logos after a few years of use (remember to design for longevity, not trends). If you find that your logo no longer resonates with your audience and feels outdated, it could be time to consider a refresh.

3. Simplification:

We live in a digital world, for better or for worse many businesses are opting to simplify their logos (and wider identity systems) in order to optimise recognisability at small scales. Embracing simplicity doesn’t necessarily mean forgoing personality. If you identify the need to adopt a modernist approach, a redesign may well be in order.

4. Mergers and Acquisitions:

When businesses join forces, a new logo can symbolise unity and shared goals. This is typically an intricate process, involving multiple stakeholders and demanding a highly strategic approach. Paula Scher's work on Citibank's identity serves as an excellent example of a logo crafted for a merger, leveraging simplicity to create a memorable mark that resonates with all parties involved.

5. Legal Issues:

If your current logo faces trademark challenges, a redesign can resolve potential legal complications.

The Art of Logo Redesign

1. Core Elements:

When redesigning your logo it is important to consider what your core brand elements are, is there a symbol or colour integral to your identity? Preserving core elements that hold brand recognition can often help create a smooth transition into a new identity.

2. Versatility:

Ensure your new logo is versatile. It is important to consider where your logo will be seen and how it will be used. This section is split into three distinct categories: scalability, adaptability and implementation.

Scalability is a very important consideration within logo design in the digital age, you want to avoid compromising recognisability within varying logo applications. It's crucial for your logo to effectively convey your message and maintain clarity, whether it's scaled down as a favicon or blown up on a billboard.


Adaptability refers to the way within which a logo can be adapted for varying applications and scenarios. We often design identity systems that incorporate multiple logo variations, taking into account use across horizontal and vertical applications, as well as at small scales.

Implementation considers the way in which a logo is used from a practical perspective. How do design choices made for screens (where you have a lot of freedom) translate to difficult print applications with various limitations such as embroidery and laser cut signage? Ensuring your logo can be easily implemented across all necessary mediums will help from both a technical and visual perspective.

3. Research and Feedback:

Conduct market research to gauge how your audience responds to a potential logo redesign. It is extremely important to gather feedback and ask questions, if your customer base rejects your design decisions you’re setting yourself up for failure. Use all of the tools at your disposal to make informed design decisions.

4. Professional Design:

Engage professional designers who specialise in branding. They can translate your vision into a logo and accompanying identity system that takes into account your specific needs and solves the problem at hand.

A Timeless Renewal

Logo redesign is more than just a visual facelift; it's an opportunity to renew and reinforce your brand's relevance. When done right, a refreshed logo speaks to your audience and captures the spirit of your evolving brand.

At Kenshō, we specialise in the art of logo redesign, helping businesses like yours navigate the path to a fresh and vibrant brand image. Whether it's a subtle adjustment or a complete transformation, we're here to guide you.

Feel inspired to revitalise your brand's image? Let's embark on this journey together. Contact us today to discuss how a logo redesign can redefine your brand's identity.