A guide to redesigning your logo



Though a brand’s story and reputation come around through its products, customers and services, a logo is the company’s recognizable signpost. Just as your company will evolve through the years to keep up with trends and changing markets, so should your logo be altered to reflect the changes your company has made.

If you’re thinking about redesigning your logo to better reflect your company, consider these questions during your brainstorming process:

  • Who are you trying to reach or who is your target audience?

Understanding the audience you are aiming to reach is the biggest factor that should effect how you design your company logo. Is your audience primarily women? Is it specific to a certain career type or education level? No matter your audience, you want your logo to be easily recognizable and resonate with customers. Altering your logo’s style accordingly is a good idea.

  • What message are you trying to convey?

It’s important to set the tone of your company in your logo. Designs can be playful, serious, masculine, whimsical and so on. Keep in mind that as your logo acts as your company’s signpost, the way you design it, including what colors and fonts you pick, will reflect onto your business. This is especially true if you want your logo to convey a specific message. A grocery delivery brand may want to send the message “fast and fresh.” This message could be conveyed by using the color green and incorporating leaves into the design of the logo. Feel free to think creatively, but make sure your logo still is clear and readable.

  • What do these colors and fonts represent?

Colors and fonts used in advertising have been proven to evoke different feelings in customers. Since that’s the case, you’ll want to think carefully what feelings you want your brand to evoke and design your logo accordingly. We’ve written a more in-depth analysis about the effects of fonts and color choices in this post.

  • Where will it be used? In what context?

Will your logo be printed on any package design? Will it be used on banners and signs around your store? What about promotional products? It’s important to look at your proposed logos from all the angles at which customers will see it to understand what it conveys and which options look best.

Let us know if you need your newly design logo printed onto any signage—it’s one of the services we do best!

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