/How Often Does a Business Logo Need to be Refreshed – if at all…

How Often Does a Business Logo Need to be Refreshed – if at all…


If your business’s marketing is showing less than ideal returns, revisiting your business logo can revitalize sales. The question is, do you need a re brand or a refresh? Both solutions are tried and true methods of injecting vitality into a company and increasing sales, but when do you refresh rather than re brand?


With a refresh, you keep the elements that are recognizable, that are synonymous with your company, and you tweak the rest. But just because a refresh means making small changes doesn’t mean that you produce marginal results. A refresh injects fresh energy into your marketing campaign and creates new interest around your brand.

Think of a time that you wore an outfit that fit perfectly or a time that you got a fantastic haircut. The change in your appearance undoubtedly had a positive effect on how you presented yourself to other. That same effect is what a refresh has on your business.

A refresh tweaks your current logo by updating certain elements to produce a modified look or tone. A refresh keeps the visual continuity between your logo and your brand but effects a more vibrant version of that identity, shifting focus on different aspects of that identity.

When performing a refresh, consider the following:

Try out different color palettes to find the one that best works for your brand

Play with fonts and case (uppercase, lowercase, initial cap) to produce the right impression

Use white space and leading to clear out visual clutter

Curve or straighten, thicken or thin outlines to draw attention to certain elements

Reorganize elements to emphasis key components

In contrast to refreshing, re branding means a total brand redesign to effect a completely new brand identity, with the associated new messaging and visual markers in the marketing strategy. A re brand is a radical departure from the brand as it was and is undergone when the existing brand has failed to transmit the company’s core values to consumers.

A re brand allows a business to focus on new products, services and/or consumer groups and increases the business’s visibility in the target market.  Re branding is also used to respond to internal and/or external issues, to differentiate themselves from competitors, to mitigate a negative image,  and to recoup lost market share.  For smaller companies, re branding typically occurs along an accelerated timeline, whereas large companies re brand by making changes slowly.

If you’re reading this post, you’re probably trying to decide whether it’s time to revisit your logo. Do you need a refresh? A re brand? If you’re wondering if now is the right time, here are a few questions to answer to help you decide:

Do you want to boost sales volumes in a particular consumer group?

Are you launching new products or services that are a departure from your current line?

Was your logo designed during your company’s infancy?

Is your brand recognizable?

If you answered yes to either of the first two questions, then a re brand may be in order. But if you answered yes to the last two questions, then consider tweaking your logo with a refresh.

One final factor to consider when determining whether a re brand or refresh is in order is your marketing budget. Re branding requires new signage, business cards, templates, stationery, portable banners, company car repainting, website updates and more. Refreshing is a much more cost-effective solution, and depending on the changes made during the refresh, may not affect existing marketing collateral or websites.

Companies may refresh or re brand multiple times throughout their lifespan. Others may never employ these tactics. The need to refresh or re brand and the associated timing depends on the given company and their business objectives.

Regardless of how often you employ these solutions, the end goal is the same: to communicate your company’s values to customers clearly and effectively. The choice of which solution and when is yours.