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Evolving Your Brand Identity – 5 Reasons to Update Your Logo

5 minutes

by Kade McConville
CEO of EMBARK w/15 years of WordPress experience. Business and Law Graduate. Marathon runner, mental health campaigner & proud dad.

Three individuals in a casual office setting, engaged in a discussion about evolving your brand with laptop computers and notepads on the table, surrounded by houseplants.

A company’s logo is more than just a simple image that appears on products, websites, and marketing materials. It is the brand’s visual representation and often the first point of contact with customers.

A well-designed logo can strengthen a company’s connection with its target audience, while a poor or outdated logo may have the opposite effect. This is why companies must review their logos periodically and make changes when necessary.

This blog will discuss five reasons to update your logo and how a fresh look can positively impact your brand.

1. Evolving Brand Identity

As a company grows and evolves, its brand identity may shift to reflect new values, target audiences, or product offerings. If your logo no longer accurately represents your brand, it may be time for an update.

In fact, the EMBARK team recently redesigned the WBS Builders’ Merchants logo as part of a full-scale rebrand, as WBS felt its logo was outdated and inconsistent across digital channels and socials that didn’t exist when its current version was created.

A redesigned logo can better align with your brand identity, ensuring your visual messaging remains consistent and relevant to your audience.

This helps maintain the strong connection between your brand and its customers and attract new potential customers who relate to your updated brand identity.

EMBARK redesigned the WBS Builders’ Merchants logo as part of a complete rebrand.

2. Outdated Design

Design trends and styles change over time. A logo that was once cutting-edge and modern may now appear dated and out of touch.

An outdated logo can make your brand appear stagnant and uninterested in remaining current, which can be off-putting to potential customers.

By updating your logo to reflect current design trends, your brand can appear fresher and more innovative, signalling to your audience that you are aware of and responsive to market changes.

3. Increased Competition

Staying ahead of the competition is crucial in today’s fast-paced business world. If your competitors have recently updated their logos, consider doing the same.

A fresh, modern logo can help your brand stand out in a crowded marketplace, making it more memorable and appealing to potential customers.

Additionally, an updated logo can signal to your competitors that your brand is a force to be reckoned with, helping to position your company as a leader in your industry.

4. Expanding into New Markets

If your company is branching out into new markets or targeting a different demographic, an updated logo can help to make your brand more appealing to these new audiences.

A logo that resonates with your current customer base may have a different impact on potential customers in a different market.

By updating your logo, you can tailor your visual identity to suit better the preferences and expectations of your new target audience. This will increase your chances of making a solid first impression and ultimately growing your customer base.

5. Improved Brand Recognition

A well-designed, updated logo can significantly improve your brand’s recognition and recall. A memorable and distinctive logo is more likely to stick in people’s minds, making it easier for them to remember your brand when they are ready to purchase or engage with your services.

An updated logo can also improve the consistency of your brand’s visual identity across different platforms and channels, making it easier for customers to recognize and trust your brand wherever they encounter it.

Bonus: Remaster a logo

Sometimes, a logo works well, even after a long period of time. But as technology advances and new devices are released, the standards required for a modern-day logo shift. A logo that was created and designed in the 90s, 2000s or even the early 2010s may not be fit for purpose anymore.

A typical case we encounter with clients is that the business only has its logo in one format, most commonly a .jpeg or a .png file.

The company does not have a master logo file such as a .eps or .svg file, which is more flexible and helps scale the logo for many use cases.

In this case, we have “remastered logos” – reconstructing a business logo, staying true to the original design but allowing it to work for the use cases in 2024 and beyond.

Firbank Dale Tennis Club reached out to EMBARK as they noticed their logo was blurry and pixelated when used on their social channels, such as Facebook, X (formerly Twitter) and Instagram.

The .png and .jpeg logos worked fine for traditional uses, such as letterhead printouts. But this logo was created in the last century—it was impossible to anticipate how it would look on an iPhone 14 Pro nearly 25 years later.

Tradition meant that a logo redesign was not on the table (or court) at this stage. Our team of designers remastered the Firbank Dale Tennis logo with craft.

Logo Before

The original Firbank Dale Tennis Club logo was pixelated, blurry and jagged – even at this relatively small file size.

Logo After (Remastered by EMBARK)

This “remastered logo” for Firbank Dale Tennis club by EMBARK.


Updating your logo is not a decision that should be taken lightly, but there are many compelling reasons to consider it.

Whether your brand identity has evolved, your logo appears outdated, you’re facing increased competition, you’re expanding into new markets, or you want to improve brand recognition, a fresh, updated logo can significantly impact your brand.

By carefully evaluating your current logo and working with a skilled designer, you can create a new logo that accurately reflects your brand and helps to drive its continued success.

Update your brand’s identity and make a lasting impression with EMBARK, your trusted marketing and web design agency in Cardiff. Let our expert graphic designers help you revamp your logo and give your business a fresh look. Contact us.


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