Why evolving our identity meant a logo redesign

When we embarked on our brand refresh a little while ago, changing our logo wasn’t on the cards. The original brief focused on evolving our visual identity; updating our colour palette by introducing softer tones and a little more warmth and character. It was a refinement of what we already had. And so the logo stayed as it was, while the typography, illustrations, and overall visual language changed around it. However, after living with the refreshed brand for six months or so, we couldn’t shift the feeling that our logo no longer felt like it belonged.

The rest of the brand had moved forward. The newly introduced brand colours and hand-drawn illustrations introduced a softer, more human tone. The existing logo, in contrast, was sharp and slightly aggressive in its angles. And placing it alongside our new typography made all of this glaringly obvious. Of course, it still had presence, but it didn’t feel like part of the same story anymore. 

And that’s not to say it stuck out like a sore thumb; it just didn’t have the same sense of belonging or purpose because it wasn’t considered. This, for us, was enough to warrant taking another look at it. So, how did we tweak our logo to ensure it would work alongside our brand identity? 

Our logo design was more evolution than reinvention 

Although we didn’t make any major changes to our wordmark during the initial refresh, we reintroduced web to the original DNA. Doing this gave us a longer wordmark of webdna, which turned out to be tricky to balance. 

We spent a lot of time tweaking the e, and I don’t think we were ever completely happy with it. There was a softness with the refresh, and in contrast, our logo felt very angular and geometric. So we switched our logotype to match our newly chosen brand font. This meant, while still bold in certain usages, we now had subtle characterful elements that were missing in the previous logo.  

Then, with sans serf as the typeface, we made further tweaks. We altered the angles of the counters (or holes) on the b and d, creating something more unique that overall gave the wordmark a sense of forward movement. We followed the same angle on the tail of the a as well. And the w was tweaked to better fit in with the overall balance of the logo. This result was a logo that felt cohesive, balanced and aligned with the characterful essence of our brand.

How do you know when it’s time to update your logo?

Our goal wasn’t to reinvent our logo, but to refine it so it worked with our refreshed identity. We moved the wordmark into our new brand typeface, made subtle adjustments to the letterforms, and balanced the spacing to feel more natural. The result is something that feels more cohesive and reflects the same personality and visual rhythm as the rest of the brand. To most people, the change may seem subtle, that is, until you see the two side by side.

So how do you know it’s time for a refresh? For us, our visual language had evolved, but our logo felt left behind, which was a clear signal to reassess. Other signs might be that it clashes with your colour palette or typography, or your logo might even feel out of place on digital platforms. It may simply be that your brand has evolved and no longer represents you. Whatever your reason for reconsideration, look at it as an opportunity to reassess and ensure your logo is working as hard as the rest of your brand.

To summarise, it might be worth considering a refresh if:

• Your logo feels out of place alongside your typography or colour palette
• You’ve grown or shifted focus as a business, and your identity no longer reflects you
• Your logo works in isolation but struggles in digital or real-world applications
• A new logo would help launch a cultural change or shift.

And when it comes to logo design, partnering with a professional design agency can make a big difference. Designers bring the distance and expertise to see what’s worth keeping and what needs to evolve. A nuanced eye ensures creative decisions are grounded in strategy, balancing fresh expression with brand consistency. They can ensure your refreshed logo doesn’t just look right, but that it works seamlessly across every brand touchpoint, from your website to your social feeds and everything in between.