Do you keep the same main concept when redesigning a logo?

Last updated by Brady Stroud [SSW] 17 days ago.See history

It's perfectly normal that a logo starts to look outdated in over decades, so it needs a refresh. In this case, you should aim to keep the most recognizable characteristics of the old logo, so people will automatically know it's the same company when they first see the new logo.

Warning: Be careful before redesigning - Some brands are constantly changing in order to “stay fresh”, but that’s a mistake. Customers stay loyal through habit, not because you've forced something new and unfamiliar on them.

Video: Think Twice Before Updating Your Brand (8 min)

sswlogo comparison
Figure: Good example - Although the SSW logo was completely redesigned, you can easily recognize it's the same company because the logo concept didn't change

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