I recently found myself sitting in a meeting with a client debating the merits of redesigning their logo or leaving it be. The general consensus was that we shouldn't redesign the logo just for the sake of redesigning it, especially if it was already familiar to the company's customers.

This got me to thinking about the how, when and why of logo redesign. There are many good reasons for redesigning or updating a logo, provided you have realistic expectations of what a new logo will and won't do.

A new logo IS called for when the existing one is ugly, old-fashioned or inappropriate. This doesn't always mean throwing out the old logo and starting from scratch. If the incumbent logo is well recognized by customers, it can still be refined and updated without disturbing its image.

A new logo design will NOT act as some sort of charm to magically transform a business into something it isn't. A redesigned logo may temporarily imply something new and improved, but this impression doesn't last if the company doesn't live up to its claim.

A logo does NOT sell directly, it identifies.

And finally, in the marketing communications business, where image is king, think of your logo as the crown jewel.

As a creative director, I think a company's logo should be as unique and distinctive as a person's signature or a country's flag. A logo to me is a powerful form of identification and as such must possess the qualities of visibility, memorability, universality and timelessness.

Remember, as your company's face to the world, lots of thought and effort should go into your logo design. After all, a logo is an instrument of pride and should be always be shown at its best.


APS Novastar LLC, a maker of circuit board assembly equipment in Huntingdon Valley, was once two companies owned by the same family. When the businesses were sold in 2007, the new managers wanted to unify the companies into one identity. The new logo reflects APS Novastar's core strength in printed circuits and radiates vigor. The logo is currently being used on the company's new web site as well as on their signage, letterhead and all of their promotional marketing materials.