When is a brand refresh the right thing to do?

Design is most certainly influenced by trends, fashions and fads. Right now, we are seeing on overwhelming use of extremely minimalistic logo design – single words set in simple (usually sans-serif) fonts. Yet even this design style will run its course, and in time will be replaced with a new design ‘trend’.

So when should a logo be updated?
How often should an organisation refine or completely change its identity??

When Salt is approached to refine or rebrand a client’s logo, our initial conversation is focussed on the ‘why’… WHY do you wish to rebrand? WHY is your current identity no longer valid? WHY would changing your logo be an effective business decision?

There is a tendency for change simply because an organisation is tired of seeing their own logo – it feels outdated, it no longer looks fresh. However, these are not effective reasons to alter a visual brand.

More importantly, the questions to ask are:

• Does our existing brand design still represent our business?
• Has it become recognisable to our customers/clients?
• What value is there in changing?
• What are the possible perceptions (positive and negative) our clients, stakeholders and competitors may have if we change our logo?

Only when the answers to these questions truly justify updating or changing your brand, should this step be considered…

Just look at our fabulous collection of brand designs we have created! As current today as when they were created (some over 10 years ago!) Can you tell which ones are the most recent projects?

Because everything is better with a sprinkle of salt!
SALT.Shaker