As companies mature and take different directions it is sometime necessary for them to update or redesign their business logos to improve them and make them more modern or relevant.
Businesses evolve with time, enter new markets, offer new products or change the entire way that they do business. Sometimes a businesses logo design is no longer relevant to what the company does and a new logo, or a major redesign of the existing logo becomes essential.
Design trends change over time too and some logos, which were poorly thought through at the time, go out of fashion and just start to look tired or ugly.
However, a lot of value has been built up in a brand over time and to just 'dump it' risks losing a lot of customer recognition and trust that is so valuable. And a logo change can be expensive when you consider that all your company stationary and promotional materials will have to be scrapped and replaced. For these reasons it is best to avoid a complete change of logo if possible.
If you feel that a change is necessary you should seriously think about the reasons why it is necessary and the effects of a change. Try to get some honest opinions from colleagues and customers before deciding. As the business owner, the logo is your baby and maybe you have just seen it so much that you, and only you have tired of it.
A better option than a completely new logo is to look at only having it redesigned or refreshed. Keep some of the basic design elements such as color and shape. If done well, customers should immediately be able to recognize your new logo as being an improved version of the old one.
Informing your customers about any change to your logo is a good idea though to avoid confusion.
And if you are scrapping your logo make sure that you let your designer know that you are looking for something timeless or classic so that you won't have to make any changes again for a very long time.
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