The evolution of a logo: why starting from scratch isn’t the only option
A lot of clients come to us with an existing logo that they’re not quite happy with. Sometimes it’s a case of their brand having evolved and the logo not quite keeping up. Other times they’ve just gone off it.
Whatever the case, they usually don’t want to scrap it entirely. And that’s a good thing. Because a full rebrand is a pretty big deal and needs a lot of thought and quite a bit of hard work too. After all, you’ve put a lot of effort into starting and growing your business and you don’t want to lose the momentum you’ve built up.
So what are your options? Your best bet is a brand evolution. Unlike a rebrand, this gives you the chance to update your logo and other elements of your visual identity (e.g. photos, colour palette etc) while keeping the essence of your brand so that your clients still recognise it.
Here are a few examples of how we’ve helped some of our clients evolve a brand logo…
Rin Hamburgh & Co
When we first designed a logo for Rin, she was a freelance copywriter.
She wanted something simple, just using her name. Later she launched her agency, Rin Hamburgh & Co, and we completed what turned out to be the first step of the evolution by adding the “& Co” element along the line below her name.
But as time went on and the brand’s visual image developed and the team grew, they realised they needed something a bit punchier. They were sharing more social media images and wanted a logo that would stand out on a colourful background. We suggested an icon and came up with a range of options. We kept the original brand font and line, and added their trademark pink in a rough circle that mirrors their website visuals.
The Rin Hamburgh & Co team then tested their favourites with their target audience. Some interesting feedback was that the line between the RH and the & Co made it feel like there was a separation between Rin and her team, or that Rin was being underlined as more important. As a result, they decided to go with the other option.
We created Worthers’ original logo a decade ago and to be fair, it has aged pretty well!
But by this year they’d decided it was time to make some changes. The team will be the first to admit that they’re not super adventurous by nature, so we worked very collaboratively to find something that would freshen their look without pushing their boundaries too far.
The key tie-in with the original logo was the colour - although we did go with a slightly more vibrant version of the old green to bring the new logo to life. We also simplified the design to give them a flexible icon option, and chose a new, clean font.
Together with a new website design (created by us, coded by Worthers themselves), content from Rin Hamburgh & Co and photography from Jenny Stewart, we think you’ll agree that the makeover was a success. Hopefully this logo will keep working for them for the next 10 years!
Revealed Projects is an early intervention initiative based in Weston-super-Mare, which provides workshops to help young people develop self-esteem and healthy relationships.
Their original logo was designed in conjunction with some of the young people they work with so they didn’t want to scrap it, but they knew that something wasn’t quite working and it needed a refresh.
The new logo needed to represent the brand but also appeal to young people so we explored various options, all using the eye idea but as a graphic rather than a photographic image. We tried to brighten up the overall effect and make it fresher, giving them something more versatile and also eye-catching.
The final design holds true to the rainbow palette and the eye but brings the whole thing up to date so that a young audience will want to engage with it.