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A New Logo? <br />Redesign vs. Starting Fresh <br />Brand Recognition & Equity <br />Redesign if: <br />• The current logo has high recognition or nostalgic value. <br />• You want to retain continuity while modernizing or correcting flaws. <br />• A drastic change might alienate loyal stakeholders. <br />Start from scratch if: <br />• The current logo has low recognition or negative associations. <br />• It no longer represents the organization’s mission, scope, or audience. <br />Brand Evolution vs. Repositioning <br />• Redesign supports a gradual evolution—updating visuals while maintaining <br />brand continuity. <br />• A new logo supports a repositioning—appropriate for major changes like a <br />merger or mission shift. <br />Logo Performance Across Media <br />• Evaluate whether the logo works at small sizes, in digital environments, and in <br />black & white. <br />• If the logo fails to perform reliably in modern contexts, a full redesign may be <br />necessary. <br />Aesthetic & Conceptual Relevance <br />• Redesign if the concept is still sound but the execution is dated (e.g., old fonts, <br />complex layout). <br />• Start from scratch if the concept itself is outdated, irrelevant, or confusing. <br />Internal Buy-in & Change Management <br />Legacy logos often carry emotional or political weight. <br />Consider: <br />• How will the story of the change be communicated? <br />• Can the old logo be honored in some way (e.g., special uses, visual reference)? <br />