Logo redesign: this is when, how, and why to do it

Every business, at a certain point, might need to redesign its logo. That does not imply a complete disruption of what it was, but it has to do with giving it a new look in terms of style, color, font, or all these elements together.  

As taste evolves, it might be necessary to stay up to date and make your logo seem less old-fashioned from a graphic point of view, as well as provide for its new applications on the latest communication channels. Anyway, it is fundamental not to lose its original essence.  

Sometimes, minor adjustments are sufficient: 

● Changing the hue, for instance, as in the new Barilla logo.
● Shifting from a three-dimensional to a flat image, as in the case of numerous car manufacturers such as Mini and Audi.
● Modifying the position of the brand name in the logo as MasterCard did.
● Changing fonts, turning, for example, letters with serif into sans serif, as happened to Google.

Simplicity is often the right way. 

If you keep in mind that your brand represents your business card, it is evident how important it is not to seem obsolete and stuck in the past to prevent customers from perceiving your products and services as such. What about a fresh look, instead?

When to do a logo redesign?

Even though any context is different, there are times when a change is not only helpful but even necessary: 

• If the image appears old-fashioned for the time.  
• If the company aims at repositioning to appeal to new segments or introduce new and different products.
• In case of a company reorganization, for instance, through mergers and acquisitions or internal reorganizations. Such moments might require a visual change as well. 
• When a business wants to embrace the digital economy. The digital world demands logos readable in small formats and icons, never too dark or too light, and adaptable to different contexts. In the last years, this scenario has often forced brands to redesign themselves to avoid falling behind.

Where to start with logo redesign?

First, you should rely on professionals. As in the case of logo creation, a redesign needs specific knowledge and attention. There is a lot to consider, and one may risk ending up with a logo like an existing one by involuntarily plagiarizing it. 

Before beginning, ask yourself if refreshing your brand is enough or if you need to redesign it. On the one hand, it is simply about adjusting the pictogram or the logotype by changing colors, styles, or fonts. On the other, the brand identity in all its components requires a reevaluation. 

In addition, before getting to work, you should understand what you want to express with and obtain from the new logo. Improvisation is an awful mistake and rarely results in something other than chaos and prolonged processing times. Clear ideas and concrete goals make research and analysis more productive and to the point.

Finally, do not forget that, with a redesign, you are not starting from scratch. Years after your brand foundation, people have learned to know and connect it to a specific name and an image. That is why you should not completely change it but gradually adjust it to allow customers to associate it with your company.

Dylog: a case study

A case study can better clarify what we are discussing and show the reason behind such choices.

We thought of presenting the logo redesign of Dylog, a project we took care of.

Where did we start? 

Obviously, we started from what Dylog does—managerial software for a wide range of sectors—and what it wanted—emphasizing its leading position in a pivotal period when it was reaching a peak. 

What was the initial situation? 

The Dylog logo was complicated, with an outlined logotype and a serif font. Somehow, it lacked versatility and adaptability to the various uses required on new devices, appearing hard to read on small ones.

What did we do?

We analyzed the brand and its target audience, thinking about what it needed and trying to renew it while keeping it recognizable.

We went for a sans-serif font with more regular characters, easier to display on websites and small screens. We picked the best shade of green, not far from the former tone but more appealing for the screen, and we filled the logotype keeping it minimal in style. 

Then, we created a brand book: a manual explaining and displaying all the possible logo variations, how not to use it, and the guidelines for internal employees and external collaborators. 

Instead of distorting it, we achieved an accurate and reasoned redesign to give it a new spirit and get in step with the times, perfect for the latest devices, and applications.