Should I Update My Logo? [5 Practical Questions to Help You Decide]

Changing an existing logo can be a daunting task. Not only does it imply the short-term cost of replacing signage, products, and garments, but also the short-term cost of the new logo itself. But that’s the thing: they’re short-term costs. A logo that works for you can pay for itself in the long-term and then some.

See how having a good relationship with a designer can help

But I’m getting ahead of myself. The question is: How do I know if I need to update my logo or not? Evaluating its effectiveness in practical situations is a great place to start when trying to answer this question. To help you do that, I’ve compiled five questions for you to consider:

1. Do you experience issues when having your logo printed or embroidered?

There are dozens of different print processes for different applications. Promo items, tee-shirts, polos, illuminated signs, window decals, and more are all treated differently. Does your logo stand up to all of these processes?

• Does small detail get lost on promo items?

• Do printing companies consistently modify your logo in order to print it successfully?

• Does your logo fit poorly on certain items, compared to others (ie.: on a round button versus a pencil)?

2. Do you experience issues when using your logo online?

Even more important than print these days are digital representations of your logo. 

• Does your logo fit legibly in social media profile pictures?

• Do you have trouble with your logo showing up on certain color backgrounds? 

• Are your logo’s colors inconsistent between locations online?

3. Do people have trouble understanding part or all of your logo?

If there is some ambiguity about your logo (hard-to-read text, or unclear imagery), ask yourself if the offending element(s) are intentional or serve a purpose for your brand. If there is a story or philosophy behind it, it may be worth keeping, but perhaps in a clearer form. Confusion about your logo is never a good thing.

• Do people consistently misread your business name? 

• Do people have trouble discerning what your logo mark is meant to represent?

4. Is your logo following a trend?

Design trends can be helpful in staying relevant, but they require constant updating to do so. A good logo will outlive any trend. Evaluate your logo against current and past trends to see if it is riding a wave that’s going to crash, or already has.

• Is it made of two crossed lines?

• Lowercase, bold, sans serif font?

• Rainbow gradients?

• An excess of swirls?

• Note that these things come in and out of fashion through the years, so always be on guard.

5. Are there multiple versions of your logo with no clear primary version?

Multiple logo versions can stem from issues in questions 1 and 2. Modifications to meet particular needs can create an unmanageable library of logo versions, many of which you consider to be “incorrect”.

• Do you have accessible brand guidelines outlining how to use your logo?

• If so, do you share these with everyone who works with your logo?

If you answered Yes to any of these questions, your logo could probably use some re-evaluation. But your logo is only a piece of the whole picture. If it needs an update, it’s a good indicator that your branding as a whole should be updated.

Luckily, there are capable designers whose job is to help address these issues. All you have to do is reach out.