Skip to content


Your cart is empty

Article: 10 Things You Shouldn't Do When Redesigning A Logo

10 Things You Shouldn't Do When Redesigning A Logo

Embarking upon a journey of logo redesign can swiftly transform into an intricate adventure, intertwining the threads of brand identity, aesthetic appeal, and consumer psychology. A logo, often perceived as the visual epitome of a brand’s essence, commands a delicate amalgamation of creativity and strategic thinking during its redesign.

Navigating through the nuanced sea of emblematic representation, a logo redesign is not merely an artistic endeavor, but a pivotal repositioning of a brand in the bustling market space. While the tempting waves of modern trends and innovative design elements can be enticing, it’s paramount to anchor the redesign firmly in the soils of brand consistency, meaningful symbolism, and user-centricity.

Within this articulate expedition, we shall delineate the “do nots” that permeate the domain of logo redesign, safeguarding your brand from inadvertent missteps and propelling it towards a rejuvenation that resonates, recalls, and reverberates within the conscious and subconscious corridors of your target audience. Let’s illuminate the path towards an efficacious and insightful logo redesign, minimizing pitfalls, and maximizing brand evolution, ensuring your revamped logo not only captivates but also sustains its essence across the sands of time.


1. Ignoring the Brand’s History and Identity

Embarking upon the delicate journey of a logo redesign requires a keen understanding and an astute respect for a brand’s established history and identity. The historicity embedded within a logo transcends mere aesthetic elements; it encompasses a rich tapestry of the brand's evolutionary pathway and consumer relationships cultivated over time. The potential pitfall of neglecting this treasured history in pursuit of a refreshed logo design can inadvertently dilute a brand's perceivable authenticity and recognition in the consumer’s mind. A well-strategized logo redesign does not endeavor to sever ties with its preceding identity. Instead, it seeks to carry forward the legacy, ensuring that the revamped emblem continues to echo the brand’s foundational principles, ethos, and stories that have been intricately woven into the consumer psyche over years or even decades.

Consequently, as we sculpt a new visage in a logo redesign, paying homage to the historical elements that have contributed to crafting the brand’s identity is indispensable. It implies a balanced approach where innovation and tradition coalesce, ensuring the redesigned logo serves as an evolved continuation, rather than a stark disconnection from its antecedent. Navigating this path adroitly ensures that the brand retains its relatable familiarity amidst the newness, safeguarding consumer loyalty while welcoming novel engagements and perceptions.


2. Underestimating the Importance of Simplicity

In a world saturated with visual stimuli, the simplicity of a logo becomes the unsung hero quietly cutting through the cacophony, carving a memorable imprint in the consumer's mind. A logo, while being a visual ambassador of a brand, must encapsulate an ease of comprehension and recognizability, and herein lies the pivotal role of simplicity in a logo redesign. The conundrum that designers often grapple with involves blending simplicity with a distinctive character, ensuring the logo retains its uniqueness amidst a sea of competitors. The art of simplicity in logo redesign is not to be misconstrued as minimalism, but rather viewed through the lens of clarity and immediate recognition.

Engaging in a logo redesign invites us into a realm where every curve, color, and character is deliberately chosen, meticulously ensuring that the design communicates the brand ethos without necessitating cognitive effort from the viewer. In underestimating simplicity, a redesigned logo might inadvertently enshroud itself amidst visual clutter, negating the very purpose of its existence – to be seen, understood, and remembered. An efficacious logo redesign, therefore, delicately balances creative expression with uncomplicated representation, seamlessly converging the brand’s identity into a symbol that is both, arresting yet effortlessly absorbed and recalled by the consumer.


3. Overlooking Target Audience Insights

Diving deep into the abyss of logo redesign necessitates a steadfast grip on the insights derived from one’s target audience. This critical component — often inadvertently side-stepped — stands central to ensuring that the redesigned logo resonates genuinely and effectively with the intended consumer demographic. An astute recognition and incorporation of target audience insights within the logo redesign process pivots the outcome towards not merely a visual transformation but a communicative one, binding the brand even more intimately with its consumer.

A logo must, therefore, be a mirror reflecting the expectations, desires, and values of its audience, translating them into a visual language that speaks authentically and compellingly to its observers. Overlooking this essential dialogue between brand and consumer within a logo redesign can steer the outcome towards an aesthetically appealing, yet emotionally and psychologically disconnected entity. The consonance between audience insights and design elements within a logo redesign fortifies the emblem’s capacity to foster and deepen the relational dynamics between brand and consumer, orchestrating a visual symphony that is not only seen and admired but also felt and embraced by the audience it intends to captivate.


4. Neglecting Color Psychology

Embarking on the journey of logo redesign carries with it a colorful palette of considerations, among which the psychology of color demands paramount attention. The hues chosen to adorn a logo are not mere decorative elements, but potent communicators silently whispering the brand’s essence, values, and personality to its audience. Neglecting the profound impact of color psychology within the logo redesign process can inadvertently distort the message being conveyed, dissonating between visual perception and cognitive interpretation. A thoughtful exploration into the realms of color psychology seeks to align the chromatic choices within a logo redesign with the emotive and psychological undercurrents of the brand’s narrative.

Each color, with its unique psychological fingerprint, has the power to evoke specific emotions, associations, and responses from the viewer. Thus, a conscious and informed application of color within the logo redesign process becomes a linchpin, ensuring that the visual and emotional harmony resonates authentically, crafting a logo that is not only visually enticing but also emotionally and psychologically congruent with the brand’s essence. Through an amalgamation of aesthetic appeal and psychological insight, color becomes a silent yet potent narrator within a logo, quietly weaving the brand’s story into the visual and emotional tapestry of its audience.


5. Bypassing Functionality Across Various Platforms

Embarking on a logo redesign demands more than a keen artistic eye; it necessitates an anticipatory gaze into the multifaceted environments where the logo will manifest and engage with audiences. The functionality of a redesigned logo across diverse platforms stands paramount, as the emblem is not confined to a singular space but proliferates across myriad digital and physical interfaces. In this digital age, where brand touchpoints are as varied as they are numerous, ensuring that a logo retains its clarity, impact, and recognizability across varying mediums, screen sizes, and contexts is imperative.

An astute logo redesign is enveloped in a holistic understanding of its functionality, recognizing that its vitality is echoed when it seamlessly integrates and adapts across platforms, from diminutive app icons and digital banners to monumental billboards and printed materials. Bypassing this multifaceted functionality in a logo redesign can inadvertently handicap the logo’s communicative prowess, shackling it to constrained environments and diluting its impact where it fails to translate effectively. As we navigate through the expansive sea of logo redesign, ensuring a harmonious functionality across diverse platforms becomes a cornerstone, nurturing a logo that not only speaks but is also unequivocally understood, irrespective of where it is encountered in the vast digital and physical realms.


6. Forgoing a Comprehensive Competitor Analysis

A strategic logo redesign sails not in isolation but amidst a bustling sea of existing brands, each vying for the consumer's attention and loyalty. Within this competitive landscape, forgoing a comprehensive competitor analysis in the logo redesign process can inadvertently render the new emblem lost amidst the waves, failing to carve out a distinctive and memorable space within the market. A thorough competitor analysis, woven intricately into the logo redesign strategy, enables the brand to discern and delineate itself, ensuring the revamped emblem emerges not as a mere participant but a standout entity within the market.

This analytical approach dives into understanding competitor logos, recognizing patterns, prevalent trends, and potential areas that your logo can innovatively explore to craft a unique visual identity. Neglecting this component within a logo redesign can risk submerging the brand in a sea of similarity, where the redesigned logo, despite its newness, fails to create a distinctive ripple within the consumer consciousness. As we chart through the territories of logo redesign, a comprehensive competitor analysis becomes the compass, guiding the brand towards crafting a visual identity that not only resonates internally but echoes uniquely and memorably amidst the external competitive landscapes.


7. Overdoing Trendy Elements

In the kaleidoscopic world of design, where trends ebb and flow with a swift, sometimes ephemeral grace, entwining a logo redesign with elements of the contemporary can be both alluring and precarious. A mindful journey into redesign must tread carefully through the gardens of trendiness, ensuring that the resultant logo, while resonating with the present, does not forsake its longevity for fleeting aesthetic dalliances. The delicate balance in a logo redesign lies in crafting a visual identity that speaks to the contemporary audience yet retains a timeless essence, ensuring its relevance and resonance endure beyond the transient life of trends.

Overdoing trendy elements can lead a logo to become visually ephemeral, where its appeal and relevance diminish as swiftly as the trends it emulates. Within the weave of logo redesign, a prudent approach interlaces the fresh with the timeless, crafting a visual entity that is both, engaging to the current audience and enduring across the shifting sands of design trends. Ensuring that the redesigned logo gracefully ages, evolving into an emblem that transcends transient visual movements, secures its place not just in the market but in the cherished memory of the brand’s narrative and identity.


8. Disregarding Feedback and Testing

Venturing into the realms of logo redesign demands a humility and openness to traverse beyond the confines of personal artistic predilections, embracing feedback and testing as invaluable torchbearers illuminating the path ahead. A logo, while being a symbol, is also a communicator, tasked with the monumental role of embodying and expressing the brand’s essence to its audience. Disregarding feedback and testing in the logo redesign process can inadvertently result in a visual identity that, while aesthetically pleasing, may miscommunicate, misalign, or even miss the mark entirely in engaging effectively with its intended audience. Implementing feedback and rigorous testing within the redesign process ensures that the logo is not only a reflection of the brand’s identity but is also a resonant, clear, and compelling communicator to its audience. This multidimensional dialogue, where the logo is sculpted not just by the designer but through the insights, responses, and engagements of its audience, crafts a visual entity that is not only seen and admired but also deeply understood and resonantly felt within the marketplace.


9. Implementing Changes Too Abruptly

Navigating through the intricate waters of logo redesign mandates a careful and considered approach, particularly in the manner and pace at which changes are implemented and introduced to the audience. Implementing changes too abruptly within a logo redesign can inadvertently jar the brand’s relationship with its audience, disrupting the familiar and trusted visual connection that has been nurtured over time. A logo serves not merely as a visual identifier but as a symbolic constant, interwoven with perceptions, experiences, and memories associated with the brand.

Abrupt alterations in a logo redesign can precipitate a sense of disconnect and unfamiliarity among the audience, potentially diluting established brand equity and loyalty. A judicious approach to implementing changes in a logo redesign involves gradual transition and clear communication, ensuring the audience is gently guided through the visual evolution, maintaining a sense of continuity and cohesiveness within the brand’s narrative. By honoring the symbiotic relationship between brand and consumer, a mindful logo redesign becomes a shared journey, where the audience is respected, considered, and invited to traverse alongside the brand through its visual metamorphosis, fostering a sustained and enriched connection through change.


10. Neglecting Legal and Copyright Issues

Embarking upon the expedition of logo redesign necessitates not only a creative eye but also a vigilant and informed awareness of the legal and copyright terrains that underpin the visual landscape. Neglecting legal and copyright issues within the logo redesign process can plunge the brand into a quagmire of legal challenges, financial repercussions, and potential reputational damage. Ensuring that the redesigned logo is not inadvertently infringing upon existing copyrights or trademarks becomes pivotal, safeguarding the brand from unforeseen legal entanglements and preserving its integrity within the market.

Furthermore, safeguarding the new logo through appropriate legal channels, such as obtaining copyrights and trademarks, ensures its protection from potential future infringements, securing its unique visual identity within the competitive landscape. A logo redesign, therefore, is intricately tethered not only to the realms of creativity and strategy but also to the legal echelons that serve to protect and preserve its visual and symbolic uniqueness within the market. The confluence of creative, strategic, and legal considerations within a logo redesign ensures a secure, respected, and legally safeguarded visual identity, paving a path that is not only innovative and engaging but also securely rooted within the legal landscape.



Embarking on a logo redesign voyage encompasses far more than merely altering a brand's visual persona. It threads the delicate balance of maintaining brand heritage while evolving to meet contemporary aesthetics and functional demands. A comprehensive approach to logo redesign, mindfully navigated, ensures not only an aesthetically refreshing identity but also one that resonates, communicates, and legally safeguards the brand in a saturated market. The intertwining journey of creativity, strategy, and legal mindfulness in a logo redesign propels a brand towards an identity that is not only visually compelling but also strategically and legally sound, ensuring endurance and resonance in an ever-evolving market.


Let Us Know What You Think!

These fantastic logo design articles are written and curated by Kreafolk's team. We hope you enjoy our information and remember to leave us a comment below. Cheers!


Here's Why Logo Redesign is Essential for a Long Term Business - Kreafolk

Here's Why Logo Redesign is Essential for a Long Term Business

Things You Can Do to Make Your Logo Design Stand Out - Kreafolk

Things You Can Do to Make Your Logo Design Stand Out

How To Create A Logo Design Even If You're Not A Designer - Kreafolk

How To Create A Logo Design Even If You're Not A Designer

Logo Design Basics That Designers Must Follow - Kreafolk

Logo Design Basics That Designers Must Follow

10 Logo Design Basics You Should Learn As A Beginner - Kreafolk

10 Logo Design Basics You Should Learn As A Beginner

Basic Rules To Create A Good Logo Design - Kreafolk

Basic Rules To Create A Good Logo Design

How To Turn Client’s Brief Into A Successful Logo Design - Kreafolk

How To Turn Client’s Brief Into A Successful Logo Design

Basic Logo Design Process From Start To Finish - Kreafolk

Basic Logo Design Process From Start To Finish

The Most Updated Logo Design Trends in 2024

The Most Updated Logo Design Trends in 2024

Logo Design: The Complete Insights & Information (2024 Update) - Kreafolk

Logo Design: The Complete Insights & Information (2024 Update)

1 comment

This was a great post. #9 in particular hit home. I am a big advocate for field feedback/research, but in my experience, I’ve been drowned in opinions that sway too far one side and the other. This disjuncts my focus and I feel no way is the right way. I’ll remember this post next project. Thanks for the insight all around!

Mike Mazz

Leave a Comment

All comments are moderated before being published.