Brand logo: when is the right time to change it?

Your business has changed, but your logo still describes the old one. Or it looks dated next to competitors, or does not work on small screens and social profiles.

• Your services or audience have changed significantly.
• The logo is hard to read at small sizes.
• It looks very different from how you want to be seen.
• You are merging, rebranding or entering new markets.

Boredom is not a reason. If your team is tired of the logo but customers recognise it instantly, that recognition is worth protecting. A refresh may be enough: cleaner lines, better colours, a sharper wordmark.

Start with strategy, not sketches. Decide what the new identity must say, then design towards it. Plan the rollout across your website, packaging, social media and print so the change feels deliberate.