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Changing your current logo design - risks and rewards.
It happens many times. You take a look at your logo and it doesn't have the same oomph that it did a few years ago. It looks a little tired. Or maybe it was created under a time (or budget) crunch that precluded a complete or thorough work up. Bottom line - you're sick and tired of your logo and want to change it. Can this be done? Certainly. Are there risks involved? Absolutely. Do we recommend changing your logo design in mid-stride? Well, yes. And no.
Changing an established logo should be approached with a great deal of caution and forethought. As in many business (and life) decisions, you have to weigh the pros and the cons, and decide what is the best solution for your particular situation. A new logo design makeover (executed correctly) can infuse your company brand with new excitement. New blood. A new lease on day-to-day 'team spirit'. You may have changed your market focus and need a logo that is more in line with, and appealing to, your current demographics. A logo makeover can certainly do that. A logo that was nifty cool at the time (remember all those 'swooshy' logos at the end of the nineties?) may have become unacceptably dated - you need to dial-back the swooshes and bring to market a logo that is more 'solid' and conservative. More in line with your current business goals. All good things to be sure. So yes, your logo can (and sometimes should) be changed. Are there any rules (other than expenses, which we will deal with later)? Not so far as we know. So, and with typical TLF aplomb, we're going to make some up. We'll give you some examples of famous logo makeovers, as well as our own personal history.
If you have a hunch that your logo needs changed, you should decide if you want a logo makeover (a new design) or a logo repair. Your logo may just need spruced up. A little font tweak here. A little simplification, or perhaps a more technically proficient rendering. This is the least traumatic and allows for slow integration into your branding material.
You can use up your stock of already printed business goods (letterheads and business cards for example) as you port the new look onto your branding, advertising and marketing materials. A logo repair usually involves a re-rendering of your artwork (see our logo repair area for more information) so that your new (and slightly improved) logo can be utilized in various media and reproduction media.
Once your logo has been re-rendered into new editable format, your logo designers can then improve the various design components, colors and fonts with very little upset to the overall brand of your company. The deciding factor about a logo repair, as opposed to a complete overhaul should not be based on your personal ‘feeling’ about the design. It should be based on your market’s understanding and recognition of your logo.
http://www.thelogofactory.com/library/articles/changing_current_logo.html
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