Journal · 21 August 2026 · 5 min
Redoing your logo: when it’s time, and when it isn’t
A logo you’re tired of isn’t necessarily a logo to change. A few questions to help decide.
Good reasons
Your business has changed and the logo still tells the old story. It’s unreadable when small, on a phone or in embroidery. It looks too much like a competitor’s. Or it only exists as a JPEG and nobody knows who has the files.
Bad reasons
You’ve seen it every day for eight years and you’re bored of it. Your customers see it far less often, which is exactly what makes it recognisable. In that case a clean-up is often enough: redraw the letters, fix the proportions, set the colours.
What a change costs
The logo itself is rarely the main expense. Think of the shop sign, the vans, the printed stock, the online accounts. Make the list before deciding: it helps you choose between a full redesign and a gradual update.