It happens every day -a business owner reaches out to a branding specialist to get their logo and visual identity “refreshed”. They realized that their current look is old-fashioned, outdated, and that not only doesn’t reflect what the brand stands for today, but it’s also holding back the company from moving forward and growing in a modern and competitive market. The professional starts working on the project, and when the new proposals arrive the enthusiastic client loves them all and picks their new logo right away, happy and satisfied.
But then, when the moment comes to embrace and implement the new brand identity, the client suddenly has a change of heart and says that the new proposal might not be a good fit after all… They really like it, but it suddenly doesn’t “feel right” somehow and now they seem more inclined to stick with their current identity instead.
What’s really happened -and why does it happen so often?
Of course, old logos often hold sentimental value, specially in small companies and family-owned businesses. The idea of not seeing anymore the same lettering, colors and shapes one’s been seeing everyday for years or even decades and replacing them with new visuals can be emotionally overwhelming, and cause the owner to reconsider their choice, even when they know it’s the right one.
Just as our clothing can stop fitting our bodies or go out of fashion, indicating it’s time to get new, more suitable outfits, as time passes design trends, technology, and consumer preferences evolve, and a logo that once felt beautiful and fitting and cutting-edge may now appear outdated, unattractive, and unable to resonate with modern audiences.
Change can be hard, but it’s natural and necessary. And it doesn’t need to be drastic anyway -a good branding professional will be able to maintain the essence of the original identity while reflecting the brand’s growth and contemporary appeal. Redesigning or refreshing its visual identity will breath new life into the brand, ensuring it stays relevant in a competitive and ever-changing marketplace.