Arek Dvornechuck
Branding Expert
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Working on a logo redesign project?—Let me show you how I do it.
In this article, we will examine the different types of logo redesigns and the reasons for doing so, and then I will show you some examples of logo redesigns & rebrands.
During my career as a graphic designer, Ive redesigned hundreds of logos for my clients.
So I thought It’d be a great idea to use them as examples to explain my process of redesigning a company logo.
That way you can get inspired in your own logo redesign process.
PS. I also created a video of the same title—check it out my YouTube channel.
So without further ado, let’s first discuss how to update the existing logo.
In the case of a logo refresh, the goal is to modernize the logo and make it more visually appealing, while still maintaining the overall look & feel.
A great example of a logo refresh is my recent redesign of the Lyntics logo.
In this example, we can notice that the typography and gradient were improved and the colors were made brighter.
And another great example would be the logo I slightly improved for AMI.
Plus for this client I also design a new brand architecture.
As you can see in the example of logo for Lyntics or AMI, even small change can make a big difference overall.
On the other hand, a brand redesign involves starting from scratch and creating a completely new logo.
This is often necessary when a business has evolved or is focusing on a specific niche.
An example of a brand redesign is my recent work done for SweetGrass.
In which the old logo was replaced with a new wordmark set in an Art Deco style typeface with a luxury feel.
Another good example is the redesign of the Medihuanna logo, which features a brand new logo with a simple, modern sans-serif typeface (no generic snake symbol).
In rebrand, we basically dismisses the existing logo (and its look & feel) in favor of a totally new idea.
There are several reasons why a company may choose to redesign their logo.
One common reason is that the existing logo is outdated and no longer reflects the brand.
This can be due to the passage of time, or it may be that the logo was created cheaply and is now in need of an update.
Another reason for redesigning a logo is that the business has changed, whether it has evolved or is now focusing on a specific niche.
A third reason is that the company may be growing and needs a proper brand architecture to reflect its new size and scope.
Other reasons for redesigning a logo include issues with trademarking, reputation damage, or a desire to reposition the company in the market.
When it comes to redesign—the big question is “What elements should I keep or change?”
As they say: “Don’t fix it if it ain’t broken!”—sometimes many people recognize the existing logo already (brand equity) so it might be too risky for the company to change it all.
That’s why you need to carefully plan your redesign.
A great example of that could the logo I redesigned for Focal PM.
Where the idea was good, and that’s why we retained all of the elements from the existing logo, but just executing in a much better way.
There was a lot of room for improvement in terms of: proportions, margins, line weight, fonts etc.
Ultimately, the decision of what elements to keep or change will depend on the type of logo you have.
Seek the input of a professional designer, as they will have the necessary experience to envision almost immediately how the logo could be improved upon.
Ultimately, you’ll have to decide whether to focus on updating the existing logo, or starting with a totally new idea.
A great example of that would be the complete rebrand I’ve done for Periti.
To summarize: there are two main types of logo redesigns: logo refreshes and brand redesigns.
A logo refresh involves updating and improving upon an existing logo, while a brand redesign involves creating a completely new logo.
If the idea behind the existing logo fits the brand (and its strategy), then you might want to improve on the execution (better design).
However, if the idea wasn’t so good, or the brand has changed and it doesn’t work anymore—they you might want to start from scratch.
Companies also redesign their logos and brand identities periodically (every few years or so) just to stay relevant and up-to-date (and look fresh).
You can find a lot of examples of great redesigns on the BrandNew blog run my Armin Vit, who was also a guest on my podcast.
In conclusion, redesigning a company logo can be a crucial step in maintaining a strong brand and staying competitive in the marketplace.
There are two main types of redesigns: logo refreshes and brand redesigns.
The decision to redesign a logo may be driven by a variety of factors, including the need to modernize an outdated logo, changes in the business, or the desire to better communicate the brand.
By carefully considering the goals and needs of the company (brand strategy), businesses can successfully redesign their logos and continue to thrive.
Also check out my other article where I walk you though my logo design process.
Looking for a logo designer?—Check out my portfolio, and then schedule a call to discuss your project.
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I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?—Get in touch
