Logo redesign and brand refresh: modernize the mark you own without losing recognition

When the mark no longer matches what you sell, when it fails on the surfaces you use today, such as a 32-pixel app icon or a dark interface, or when its execution dates the brand: effects, typefaces, proportions. A refresh is enough when the idea still works and only the execution has aged. We audit what you have before making that call.

By changing what has dated and keeping what identifies. What dates: gradients, drop shadows, bevels, typefaces stamped with a decade, proportions that fall apart at small sizes. What identifies: the overall silhouette, the dominant color, the one detail customers mention unprompted. We show you two levels of redesign, one restrained and one bolder, so you decide with both side by side.

The audit comes first, and the first concepts arrive within 48 hours. Once you pick a level, refinement, variations and final files follow at the pace of your reviews. The rollout across existing collateral is scheduled with you on the Redesign and rollout package.

The new mark in color and monochrome, with dark background, favicon and horizontal versions. AI, SVG and EPS vectors plus transparent PNGs at several sizes, organized by use. Your old files come back archived, in case printed material still in circulation needs identifying later. Full rights are transferred to you.

A logo refresh keeps the mark and fixes its execution: cleaner lines, an updated typeface, proportions that hold at small sizes. A logo redesign changes the mark itself while keeping what customers recognize. A rebrand goes further and changes the name, the positioning or the whole identity. Our packages cover the first two levels, and our brand identity design services cover a full rebrand.

Each package comes with a fixed quote, sent within 24 hours after a 30-minute call. The amount depends on the level: Logo refresh, Full logo redesign, or Redesign and rollout. For market price ranges by provider type, read our guide to logo design cost.

On the Redesign and rollout package, your existing collateral gets redrawn: email signatures, document headers, letterheads, social profile images, business cards and deck templates. You receive the new files organized by use and the old files archived. If the brand keeps evolving after that, the subscription covers new assets request by request.

No, because a redesign is a constraint problem before it is a creative one. It requires knowing what customers recognize in your current mark and how far you can move it before that recognition breaks. A generator sees neither your existing logo, nor your market, nor how your mark behaves on the surfaces you actually use.