How Do You Turn an Old Logo into Something More Modern?

Why can having an old logo be problematic?

Coca-Cola, Ford and Stella Artois are examples of century-old brands that have relied on a strong brand image and continuity to stand out. Even today, their logos are considered respected and modern, as they have had few redesigns over the years.

Just because you have an old logo doesn't necessarily mean it's a problematic situation. However, if you feel that it no longer meets your expectations, it is time to ask yourself some questions and consider a redesign. It's important to remember that a good logo should always be simple, flexible, representative, distinctive, and timeless.

Your logo no longer represents you

It's possible that your business has changed over time, that you don't offer exactly the same services, or that your target customer base has changed. Therefore, it is essential to ask yourself if your logo still represents you as well. If the answer is no, it is indeed a problematic situation. A company's logo is one of its main ambassadors. At a glance, you should have an idea of the company values and not those of a competitor.

Your logo has an outdated look

As we mentioned earlier, what's in fashion changes quickly. If you chose to follow a very specific trend a few years ago, it may have aged badly and now looks outdated. An outdated logo can certainly have a negative impact on a company's credibility. This may show that you don't care about being professional or that the company isn't doing well.

Your logo is not flexible

De nos jours, si vous désirez utiliser votre logo partout, il est essentiel qu’il soit flexible, qu’on puisse l’utiliser facilement, peu importe le médium. Plus un logo sera complexe, moins vous pourrez l’utiliser efficacement, que ce soit sur votre site web, des cartes de visite, des objets promotionnels ou même l’uniforme de vos employés. Il serait dommage d’avoir un logo, mais de ne rien pouvoir faire avec celui-ci, non? Par exemple, est-il possible de créer un beau Favicon à partir de votre vieux logo?

Nowadays, if you want to use your logo everywhere, it is essential for it be flexible, that it can be used easily, regardless of the medium. The more complex a logo is, the less effective it will be, whether it's on your website, business cards, promotional items, or even your employees' uniforms. It would be a shame to have a logo and not be able to do anything with it, right? For example, is it possible to create a beautiful Favicon from your old logo?

How to transform your brand when you've had the same one for a long time

Whatever the reason, if you feel that your brand is no longer meeting your expectations, a redesign is often the solution. To help you with this journey, we've found four steps to follow to ensure you have a successful logo redesign.

Analyze your current business

It's very likely that you did some market research when you started your business. You then studied your products, your target customer base, and what set you apart from your competitors. If several years have passed and you do the same exercise again, will the results be the same? For example, have your values or target audience changed over time? In addition, companies often opt for a redesign when an event such as an anniversary, merger or major change occurs.

Find out what the essential components of your brand are

Next, it's essential to take the time to analyze your branding to find the components that are most representative and important. This can be an icon, a font type, or the color palette. In short, these are components that would be best to keep if you opt for a redesign of your logo. When you take the time to analyze brands and companies that have been able to develop their logo over time, you quickly notice that there is a common thread between the different versions. This makes it possible to modernize the visual identity while keeping the heart of the brand. This can be the difference between a successful and a failed redesign.

Take a look at the latest trends

Do you know what the latest trends are when it comes to logo design? Although it is vital not to rely on them 100%, it is still helpful to know them since it can give you ideas for your redesign. At the moment, trends revolve around simplicity and minimalism. Sans-serif fonts also seem to be increasingly used by major brands. No matter what you choose, make sure the end result is timeless to avoid having to redesign in a few years.

Remember to simplify everything

In the same vein, a rather easy way to transform an old logo into something more modern is to simply simplify it. This can be done by removing a few colors from the palette or removing some superfluous components. Again, this is what many companies have done when they were looking for a more modern logo. A good example of this is the Guinness logo. Over the decades, the harp symbol has been simplified to make it easier to use everywhere.

In conclusion, there are several reasons why it may be necessary to turn an old logo into something more modern. Start by asking yourself if your branding is still representative and easy to use, then take the time to analyze your business to make sure the most important building blocks are still current.

Every year, hundreds of well-known companies and brands opt for a new look. If you're looking for ideas, check out the analysis of 13 new logos and redesigns from 2023.