Logos and brand identity are an oft-misunderstood part of design. A logo is not a brand. A logo is not a brand identity. A logo is a crucial part of an overall brand identity, but it’s just one part of a larger toolbox that contains things like color palettes, brand platforms, photo styles, graphic patterns, positioning statements, and much, much more. This is well-traveled territory. But one thing that’s rarely discussed in logo and identity circles is timing. For clients, when is it a good time to rebrand your organization?
It depends on who you ask, but there are a lot of avenues where it makes sense to initiate a logo redesign. Many prospects and clients see identity design only as a first-stage project — to be initiated early in an organization’s life cycle — for startups and newly-minted organizations. But truly, a new identity is valuable for all seasons. If executed thoughtfully and properly, a redesign is a powerful weapon that can have maximum impact across a variety of moments during the life of your brand.
