Before & After

Bringing new life to logos

Sometimes a logo can be viable for the entire life of a company and never appear dated or stale. Frequently, however, even the most established logos can benefit from an update. Although some businesses may resit making adjustments to tried-and-true marks–lest brand recognition be compromised–refreshing of old logos can definitely enhance the brand. For a logo redesign to work, it is best to retain some basic element as an aid in recognition. When rebranding Sarabeth’s, for example, the aide de memoire is the oval shape, which is the essence of the original logo. In this way the old is made new, but recognition is maintained. Each logo demands custom treatment, but in all cases it is important to respect the past while embracing the present. You can view some examples of our successful logo makeovers here.