There are a few things to consider when thinking about a potential rebrand.

A logo redesign makes sense when: your business has changed direction, your audience has changed, your brand no longer reflects your quality, competitors make you look dated, you’ve expanded services or markets, or, your visual identity no longer works digitally.

It could become a rash decision if you’re thinking about rebranding for these reasons: your team is bored of your current logo, a trend has appeared that you think you should be following, or, someone in the company just wants a fresh look.

Most successful rebrands evolve rather than start again. If your customers already recognise you, it becomes much more about protecting that equity, rather than erasing your brand history.