7 Ways to Successfully Redesign a Logo
Whether they’re building a new website or updating an old one, many companies will use this time to reinvent their brand identity—including their logo.
Logo redesigns can be a bit tricky. Often, your first instinct is to just scrap the old logo and start over. But when you do this, you run the risk of creating way more work for yourself. After all, it’s called a redesign, not a “create-a-whole-new-logo design.”
So how can you be sure you’re creating a true logo redesign? With these 7 tried and tested tips from the kind folks at Company Folders. You’ll learn how big name brands like Bacardi, Pizza Hut, and Mail Chimp have handled their logo redesigns—with amazing results.
#1: Stick with what’s working
Stop yourself before you throw the old logo in the trash. There’s something about that logo that’s been effective in helping audiences connect with the brand it represents, so dig down deep until you figure out what “works” about this logo. Then carry those qualities over to the new design.
#2: Scour the history books
If you’re working with a brand that’s more than a few years old, chances are that it’s had a couple of other logos somewhere along the line. Look back through the archives of old logos and see what’s there. You may discover a concept for a great logo that got shelved, or you might think of a way to bring new life into an old design.
#3: Strive for simplicity
Before you run willy nilly into Creative Land, spend some time studying the current logo. Ask yourself, “What could I remove from this without changing the message?” It may turn out that the colors, fonts, or symbols are already there, and you just need to simplify the design to highlight those pre-existing parts.
#4: Strip out unnecessary colors
Sometimes, it’s tempting for designers to use color to make details stand out. But that can actually be a sign that a) your design is too complicated or b) you’re compensating for lack of creativity with color. Your logo redesign might include a simpler color palette to make the brand’s message clearer.
#5: Stir new trends into classic traditions
Some brands—especially those with a long history—have traditional colors or symbols they want to include in their logos. It’s important that you respect the brand’s history, but you can still give these traditions a fresh face to make their logos more modern and exciting.
#6: Streamline fonts
Fonts can be great for conveying a brand’s personality—unless you take this concept so far the logo becomes unreadable. Any time consumers struggle to read a logo, it hurts brand recognition. You can redesign a logo just by simplifying the font to make it easier to read and recognize.
#7: Send subliminal messages
It’s always fun for consumers to feel like they’re part of an inside joke. You can give them this feeling by using negative space in a logo to create hidden shapes or symbols. As an added bonus, these extra features let you send multiple brand messages without crowding the design.
A logo redesign doesn’t mean completely scrapping out the old logo. You’ll have optimal success when you use these seven subtle redesign tips!