There are many different approaches to how and when a company should redevelop their logo.

My general rule and belief is to keep a recognizable logo that has been used with the public in a recognizable fashion, the same, or at least similar in look and style. If your company has a logo that really does not tell your story of the services and products you offer or you simply don’t have a defined look used traditionally in the past, then you may have a good opportunity to “change” your brand identity. This change in such case would actually be developing a new brand or identity that people can relate to not necessarily changing it.

I believe it is a good rule of thumb to keep the recognized “look” and feel of ones brand similar to what has been already established. This will help keep stability and unity in all areas of your services offered and networking established. As well as keep name recognition among current and prospecting clients.

This being said, there is much validity in keeping your “business” current with the ever-changing market of business and technology. This meaning that a good “redevelopment” or “makeover” may be necessary and an essential exercise in keeping current with the business world.

There are many ways in which we could take an existing logo and simplify it (simple certainly can and usually is better) and/or update it to be more in line with the trends of today. My belief is keeping with a “foundation” that is recognizable already in the community, but energizing it with a new fresh approach. This would help create excitement, evidence of continued growth and commitment to change in an ever-changing environment.

I recently came across an article that defined areas in which to think about when looking at redeveloping a company’s logo.

It will happen many times over the lifetime of your new logo. You take a look at your business card, and the corporate identity design you were so proud of a few years ago, simply doesn’t have the same oomph. It looks a little tired. Or maybe it was created under a time (or budget) crunch that precluded a complete or thorough work up. Whatever the reason, here’s the bottom line – you’re sick and tired of your logo and want to change it. Bring it up to speed. Can this be done? Certainly. Are there risks involved? Absolutely. Do we recommend changing your logo design in mid-stride? Well, yes. And no.www.thelogofactory.com,

You should read the whole article.