To design, or redesign a logo?
Sometimes there are excellent reasons not to change. Subtle face-lifts are common among big brand companies who update their logo every 5 years, more or less. Corporations who have made huge investments in their brand and are profiting from loyal, repeat customers don’t want to risk abruptly altering their image and getting lost on the shelf.
Sometimes a business is basically happy with their “look”, but recognize that it is outdated. They may be concerned that their competition is looking more contemporary then them. These companies are good candidates for a design make-over.
Design make-overs are a good choice when after carefully analyzing the effectiveness of the current logo no compelling reason can be found to change it. If however, a company’s current identity design isn’t making a clear connection with it’s intended audience it’s time to rethink, regroup, and start anew.