It involves a careful redesign of the existing logo to bring it up to date — refining proportions, simplifying the form, updating the typeface or adjusting the colour — while retaining the core elements that make it recognisable. It’s an evolution, not a reinvention.
A modernisation updates the visual execution while preserving the existing brand identity and its established recognition. A full rebrand reconsiders the brand strategy, positioning and identity from the ground up.
Ideally, customers should feel that the brand looks better without necessarily knowing exactly what changed. Significant changes may be noticeable, but a well-executed modernisation tends to generate positive rather than negative responses.
Most projects take three to five weeks, including initial concepts, refinement and final file production.
If the logo is being modernised, it often makes sense to review whether the colour palette and typography need updating at the same time, to ensure all elements remain consistent with each other.
A transition plan is recommended. High-visibility items — website, social profiles, email signatures, stationery — should be updated promptly. Printed stock that’s already been produced can continue to be used until exhausted.
Yes. Once a new version is approved, the old files should be replaced with the updated versions and archived. Updated guidelines should clearly specify which version is current.
Brand testing or focus groups can be incorporated into the process. Showing the updated mark to a small group of customers or employees before finalising it is a sensible step for businesses with strong brand recognition.
At minimum, the logo section of existing guidelines should be updated. If the wider visual identity has also been refreshed, a more comprehensive update to the guidelines will be needed.
Yes. Colour is often the most emotionally resonant element of a brand, and many modernisations focus on the form and typography of the logo while retaining the existing palette to preserve recognition.
