Once upon a time, it would be unthinkable to embark on a rebrand without changing the logo. It was synonymous. In effect, to rebrand was to relogo.
Today, it has become perfectly sane (in some circles) to suggest a light refresh, over a complete overhaul. It’s just not always necessary, or even appropriate, to scrap everything and start over.
And yet, many still approach rebrands with a logo-first mentality. Why? Simply put: new logos make headlines. Identity system updates make impact more subliminally, incrementally. For some, the glory and the hype that comes with launching a new logo seems the only way to signify a seismic shift.
But before you go ahead and commission a full redesign, you will want to question if this is truly the right course for you. There are several things to consider… has your logo gained a lot of traction in your markets, is it already doing a good job of communicating what makes you different, and are you prepared to spend what it takes to execute and embed it afterwards?
Read our thoughts on when it is, and isn’t, a good idea to change your logo.
System-first over logo-first
First, let’s get one thing straight. A logo is not a brand. When we talk about brand identity, we are referring to identity ‘systems’ – which encompasses all the visual elements of your brand: colours, fonts, graphic devices etc, and yes, your logo.
A logo is not a brand. It is one part of a carefully balanced system.
A logo is one part of a carefully balanced system, where each element operates interconnectedly to create strong impressions in people’s minds. It’s an important part, of course, acting as a visual shorthand for the wider system. But a logo without a system, is nothing but a symbol without any meaning attached to it. It must work in conjunction with other elements to make your brand a fully-fledged expression of your business’s story, values and personality.
Beyond visual elements, your identity system includes the types of language you use to communicate with your audiences, and even the sounds associated with your brand, within the ever-growing universe of sonic identity that has emerged as brands have become more digitised in the last decade.
In fact, more and more brands are opting to make language and tone the most recognisable feature of their brand. Innocent Drinks are a prime example. The first to pioneer the warm, chatty, tongue-in-cheek voice, Innocent helped pave the way for brands to write more like they speak. Sure, Innocent have a logo. But it’s really their voice that sets them apart. No question. Now everyone from Oatley to Duolingo are following suit.
Beyond your identity system, your brand is also: your culture, your customer, your future. It’s simply unreasonable to burden a single symbol with the duty of shouldering all of that.
With this in mind, it’s important to go into any rebrand asking not simply ‘what will our new logo look like’ but why are we rebranding – what do we want to gain, what do we need to lose… and what needs protecting?
A lesson in protection
Consider this analogy. When you buy a house, do you rip it down and build a new one from scratch? Or do you redecorate, repaint the windows, jolly the brick work, perhaps put an extension on? Of course, there are your total teardowns, or the ones that need a good thorough gutting at least. But often, the bones are worth protecting.
You see our point – most of the time, if you’ve had any measure of success in your business so far, and your brand has been successfully reaching and engaging with your customers, there will be much to preserve during your rebrand.
This was certainly the case for defence and aerospace prime, BAE Systems. When they came to us for their global brand refresh back in 2020, they weren’t looking for a logo change. To them, this would imply that they were ditching who they were entirely and becoming something else.
For some companies, this is the exact point of rebranding. It signals a departure from a past that is no longer able to represent where they are heading in the future. But BAE Systems have been at the pinnacle of defence technology for over five decades, and their logo had come to symbolise this long history of innovation and trust.
Instead of changing the logo, we designed a new identity system that both celebrated the heritage of their logo within the brand, and introduced new messages that heralded their future through advanced systems integration and collaboration.
The BAE Systems brand refresh is a great example of how an identity system update can help to bring harmony across different elements of a brand’s story – past, present and future – without lifting a finger on the logo.
To borrow from an age-old cliché: If it ain’t broke, don’t fix it.
To borrow from an age-old cliché: If it ain’t broke, don’t fix it.
The case for change
Of course, there are many instances when changing or updating the logo is the right course.
Take any of the major brands that have been around for more than two decades – Apple, Pepsi, Mercedes – and observe the evolutionary journey of their logos. Seriously, do. It’s a fun little trip down nostalgia lane.
Logos naturally evolve over time to keep step with the cultural zeitgeist. These evolutions can be drastic – like American Airlines’ 2013 change to the simple beak over an airline fin after 45 years of their eagle landing between two A’s. Or subtle – like Instagram’s evolution from a vintage camera to a more modern looking camera.
Logos naturally evolve over time to keep step with the cultural zeitgeist. If the current logo is outdated or old fashioned, it might be a time to refresh.
But always, these evolutions are made with good reason. If the current logo is outdated or old fashioned, it might be a time to refresh. As businesses evolve, it can also happen that a logo no longer represents what the brand does or stands for – then too, change is justified. Or when structural shifts occur – a merger or acquisition – and a new logo is needed to synthesise the different brands.
Moreover, a well-executed logo change can also generate a spike of good publicity – albeit short lived. The hype that comes with a big rebrand can give companies a momentary shot in the spotlight, deepening connections with existing audiences and getting on the radar of some new ones.
But there are some caveats …
Avoiding the pitfalls of modern logo design trends
In today’s interconnected global culture, where dominant narratives dictate, technology reigns supreme, and everything is shared on social media, it’s easy to fall victim to some pitfalls of modern logo design trends. Here are some tips to avoid them:
- Tell the truth
There’s an aspirational component to all branding, of course. But it must be balanced with responsibility. Those who use logos to persuade the public into believing they’re something they’re not, could find themselves under the spotlight for the wrong reasons.
When BP rebranded with the much-discussed ‘Helios’ logo, they were initially met with cynicism from green campaigners. The Helios, representing the sun and nature, was designed to show the company’s commitment to the environment and solar power. Unfortunately, it’s brand-wide implementation, costing an estimated $211 million USD, coincided with the Deepwater Horizon crude oil spill for which BP faced widespread criticism from the environmental community and the public.
BP’s decision to rebrand around the future of energy is commendable. Moreover, for a company like BP, who must invest millions in updating its physical assets all over the world with the new brand, it makes sense to design for as much longevity as possible. Nevertheless, if your logo is perceived to contradict your actions today, you run the risk of being held to account by your own logo.
- Seek originality
It’s fair to say that a lot of the recent branding work out there, on both a global and national level, is raising the bar when it comes to the quality of the design. But a lot of it is starting to look quite samey, too.
Why is this happening? Recent developments in sophisticated tools and technologies have revolutionised the way designers hone their craft. These programs make for slicker, crisper designs. But in doing so, remove some of the beautiful imperfections that make design original; that make it art. Add to that an increase in online platforms where design studios can present and promote their work, and the result: a general collective copying has seeped into the industry.
For the modern designer, technological developments are a boon, but they can also be a bane, and they should be handled with caution.
- Remember why
The true magic of branding emerges when designers deeply understand their clients’ visions and challenges.
The true magic of branding emerges when designers deeply understand their clients’ visions and challenges. To create a unique logo design, that will stand the test of time, it’s essential to tailor solutions precisely to the specific nature of the challenge at hand.
Ask yourself – why are we rebranding, what does our identity system need to convey, and what role does our logo play in that? And don’t be afraid to challenge the work – is this design crystal clear on the messages we’re trying to communicate?
With this clarity, a logo has more chance at creating impact.
Creating Sense™
Rebranding extends far beyond redesigning a logo. It involves a comprehensive evaluation of the entire identity system and its role in conveying a brand’s story. Sometimes that means changing the logo to adapt for the future. And sometimes it means protecting it to preserve the positive associations that it has earned over decades. By focusing on the broader elements and understanding the deeper reasons for rebranding, companies can create a cohesive and compelling brand presence that resonates with their audience and stands the test of time. The magic of a rebrand lies in this holistic approach, ensuring every element works together to create a memorable and impactful visual identity.
At SDA, we support organisations big and small by creating sense™ through their brand. If you want to discuss if updating your logo and brand identity system the right approach for you, get in touch.
