Recycling and Redesigning Logos

CHAPTER 3Sleight of Hand (Evolution)

REFRESHING

SOMETIMES, THE ONLY THING A BRAND NEEDS IS A LITTLE REFRESHING. Perhaps the type is off or the color palette appears dated. Whatever the case, the change to the logo or identity system can be subtle or dramatic, but the visual personality of the brand remains largely intact.

One thing that should never be encouraged is change for the sake of change. There has to be a compelling reason to revisit a brand’s logo, its primary visual asset. All of that is information that will be discovered in the research and brand equity assessment at the outset of the project.

Since we have covered the subject of equity assessment in the previous chapter, let us turn our attention to specific cases in this book that ...