A memorable logo should stand out, evoke emotion, and embody one of the first things people will associate with your brand. So why would you change it? 

A logo is usually the first thing that comes to mind when describing any well-known brand. Here at Funk/Levis, we actually went through our own logo change and brand refresh in the last ten years. We updated our brand fonts and added new design elements, all while keeping our iconic red square. Retaining this element ensured we maintained the familiarity our clients have with our agency, while also honoring the vision of our founder. This balance allowed us to modernize our brand without losing the connection to our clients. 

Why change your logo?

When the time comes to update your logo – the first big question you should ask yourself is why? In the age of streamlining processes, modernizing workflows, and the rush to stay on top of trends, it’s natural to feel that impulse to change your branding to stay relevant. After all, an easily recognizable brand and logo are some of the most powerful tools of effective marketing. 

Updating your logo doesn’t mean losing your brand identity; it can be an opportunity to reflect your brand’s growth while keeping the core values intact. Trends change, markets shift, and your audiences evolve— a logo refresh can help keep your brand looking modern and relevant without sacrificing the recognition and trust you’ve built.

Modernity: Sometimes what was once trendy decades ago may outdate your company and what it stands for now. 

Company Evolution: Companies change over time! Leadership, brand values, even your product. It’s important to embrace change and let your logo reflect that. 

Versatility: Your logo should work seamlessly across multiple platforms, from websites to mobile apps. How does it look on social media compared to your website or print materials? A great logo must be versatile enough to work everywhere.

Audience Growth: As your audience grows and changes, evolving your logo to reflect their needs can be key to staying relevant.

How to Refresh Without Losing Recognition

Keep Core Elements: Don’t move too fast and completely scrap what you once had! It is okay to embrace tradition while moving forward in a different direction.

Simplify: This won’t apply to every logo, but sometimes less is more. Something busy can be distracting or might not work across every format you’ll need a logo for. Additionally, you can always have a primary version of a logo and a pared-down version when needed.

Update Typography: Tweaking your brand font can be a small change that breathes fresh life into an older logo. 

Update Colors: You don’t need to overhaul your entire color palette – adding complementary hues or a pop of color can revitalize the logo without overdoing it. 

Refreshing your logo is essential to staying relevant, but it’s crucial to do it without losing the recognition and trust you’ve built. Keep key elements intact, simplify when necessary, and stay true to your brand’s core values. Done right, a logo update can modernize your brand and keep it thriving for years for future audiences.

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