Chapter 6
Brand Evolution
You do not need to start from scratch with each logo you design. In fact, it is usually strategically advisable to evolve the current logo. The more times someone sees a logo, the more it sticks in their memory. We call that brand equity. Brand equity can take years of viewing and millions of dollars to become potent. When you start from scratch, you erase all of the visual brand equity. Even ugly logos can become memorable over time.
If you are dealing with a poorly designed logo like the example on the right, there is usually something worth keeping. In this example, I kept the world shape, the colors, and the use of lines to create motion. It feels like an evolution versus a revolution.
If you are dealing with a ...
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