Why and how to give your logo a facelift?

Has your logo started to look old and out of sync with your company's image? Perhaps it's time to give it a facelift.

Many companies use it regularly to revitalise their brand, so why shouldn't you? It's also a way of reaffirming your brand to your existing customers. But before embarking on the adventure, it's important to ask yourself the right questions.

Why give your logo a facelift?

• Your company has changed: if your business is growing, it's important that your logo keeps pace with these changes. A change in services or a restructuring can be an opportunity for a facelift.
• Your competition has changed: has a new player appeared on the market with a positioning too close to yours?
• Your logo is no longer aligned with your brand values: if your company's values or missions have changed, so must your logo, because it is a reflection of your company.
• Your target audience's expectations have changed: times change, people change, yesterday's audience is no longer today's audience. Your logo needs to reflect these changes, while remaining identifiable to your existing customers.
• Your logo has become ‘has-been’: your logo was trendy at one time, but the trend hasn't stood the test of time. Take the opportunity to change it to a more timeless style that won't go out of fashion.

Logo redesign: a complete facelift or a light cosmetic makeover?

A slight refresh is less costly and easier to implement than a complete makeover. A change of typeface or a colour adjustment will be enough to give your logo a fresh look.

A complete makeover, on the other hand, may be necessary to breathe new life into your brand, without losing its essence.

How to give your logo a facelift?

• Keep to the essentials: what are the elements that really represent your company, its DNA so to speak? It could be a colour, a typeface, a shape...
• Simplify: modernisation often involves simplification, which makes the logo timeless. It will also be easier for people to remember.
• Optimise: this is the time to make your logo more compact and easier to read, so that it stands out from the competition. It must be as effective on a large format as on a business card, on paper or on a screen.
• Aligning with your image: through a meticulous choice of colours, shapes and typography that convey meaning and emotion.
• Changing signifiers: in the case of a full facelift, it may be necessary to design a new sign to bring about a change of direction, without breaking with the past.