Logo Redesigns: What You Need to Know + Real Brand Examples

TL;DR: Thinking about giving your logo a fresh look? You’re not alone. Many brands update their logos to stay relevant, represent new business directions, or simply look more modern. Before you jump in, assess whether your logo truly needs a refresh, set a realistic budget, and find the right design partner who gets your vision. From Dunkin’ dropping “Donuts” to Netflix adding that iconic red N, successful logo updates keep what works while fixing what doesn’t.

A logo redesign involves updating your brand’s visual identity to better reflect your current business, connect with customers, or modernize your look. The process includes assessing your current logo, determining your budget, and working with a designer to create something that honors your brand history while moving you forward. Successful redesigns happen when there’s a clear reason like business expansion, outdated design elements, or loss of brand alignment.

Your logo isn’t just a pretty picture. It’s how customers recognize you in a crowded marketplace, remember you when they need your services, and connect with your brand values. But what happens when that once perfect logo starts feeling off?

Maybe your business has grown beyond what your original logo represents. Maybe it looks dated compared to your competitors. Or maybe you’re just not proud to put it on your marketing materials anymore. These are all valid reasons to consider logo redesigns.

Even the biggest brands in the world update their logos. They do it thoughtfully, carefully, and with clear goals in mind. If you’re wondering whether it’s time for your brand to get a visual refresh, you’re asking the right questions. Let’s walk through what you need to know before making this big decision.

Should You Redesign Your Logo?

Before you hire anyone or spend a dime, take a step back. Not every logo needs changing, and rushing into a redesign can do more harm than good.

Start by talking to your team. Show them the current logo and ask honest questions. Does it still feel like “us”? Would we design this today if we were starting from scratch? What parts do we love, and what makes us cringe?

Then turn to your customers. Their perception matters most. You can run simple surveys or just pay attention to how they talk about your brand. Do they recognize your logo instantly? Does it match what you actually offer now?

Here’s what to think about:

Your audience has changed. If you started targeting enterprise clients but your logo screams “scrappy startup,” that’s a disconnect worth fixing.

You’ve expanded what you do. When Dunkin’ started selling way more than donuts, keeping “Donuts” in the name stopped making sense.

Your logo doesn’t play well with others. If your design falls apart when you need it small on a mobile app or can’t work in black and white, that’s a practical problem.

It looks too much like someone else. Customer confusion isn’t just annoying. It can cost you sales when people think they’re buying from a competitor.

The design feels stuck in another decade. There’s vintage, and then there’s just old. If your logo makes people think of 1995 clip art, it’s time.

What Logo Redesigns Cost

Let’s talk about money because this matters. A logo redesign can run anywhere from a few hundred dollars to millions, depending on your brand’s size and reach.

Big corporations spend huge amounts because they have to update everything: signage, packaging, websites, trucks, uniforms, and marketing materials across dozens of countries. That adds up fast.

But here’s the good news. If you’re a small business or growing company, you don’t need a million dollar budget to get professional results. You just need to be smart about where you spend.

Set a number you’re comfortable with before you start shopping around. This helps you filter options quickly and keeps you from getting swept up in fancy pitches that blow your budget.

Remember to account for more than just the design work itself. You’ll need to update your website, social media profiles, business cards, and anywhere else your logo appears. Build in some cushion for these rollout costs.

Finding the Right Design Partner

You’ve got three main paths here, and each has trade offs.

Design agencies bring experience and usually a whole team to brainstorm ideas. They know branding strategy inside and out. The downside? They’re typically the most expensive option, and smaller businesses might not be their priority.

Freelancers offer a middle ground. You can find talented designers on platforms like Fiverr or Upwork who’ve worked with major brands. The challenge is sorting through hundreds of profiles to find the right fit. Plus, you’re relying on one person’s schedule and skill set.

Then there’s the unlimited graphic design service model. You pay a flat monthly fee and get designs back within a day or two. No hunting for freelancers, no hourly rates adding up, and if you don’t like the first version, you can request revisions without extra charges. This works well when you need flexibility and quick turnarounds.

Real Brands That Got It Right

Dunkin’
Dropping “Donuts” was bold, but it worked. The brand kept its signature orange and added pink to the apostrophe. Customers still knew exactly who they were, but now the logo matched a menu that goes way beyond donuts. Smart, simple, effective.

Netflix
When streaming took off, Netflix needed something that worked on tiny mobile screens and huge TV displays. They updated the font to something cleaner and later added that red N icon. Now you can spot Netflix with just a letter, which is exactly the point.

US Open
Tennis needed a more dynamic look that would work beyond sports coverage. The yellow swoosh captures a ball in motion, and the cleaner text makes everything more readable. It feels energetic without trying too hard.

Burger King
Sometimes you go back to what worked before. Burger King’s new logo looks retro but fresh, with the name sandwiched between two buns like an actual burger. It makes you hungry just looking at it, which is kind of the whole point for a fast food brand.

Android
To align with Google’s overall branding, Android got a futuristic update with an uppercase A. It’s cohesive across all Google products now, which matters when you’re trying to build a tech ecosystem people trust.

Making Your Redesign Work

Once you’ve decided to move forward, don’t rush. Good logo redesigns take time to get right.

Work closely with your designer. Share your brand story, your values, what makes you different. The more context they have, the better they can capture your essence in visual form.

Be open to ideas that surprise you. Sometimes the best logos come from unexpected directions. But also trust your gut. If something feels wrong for your brand, speak up.

Test your new logo before you launch it everywhere. Show it to employees, trusted customers, even friends outside your industry. Get honest feedback about what works and what doesn’t.

Plan your rollout carefully. You don’t want customers confused about whether you’re still the same company. Announce the change, explain why you did it, and help people understand it’s still you, just with a fresh look.

Conclusion

Changing your logo is a big deal, but it doesn’t have to be overwhelming. The best logo redesigns happen when there’s a clear reason, a realistic budget, and a design partner who understands your brand.

Whether you’re modernizing an outdated look, reflecting business growth, or just fixing something that never quite worked, the key is planning. Ask the right questions, involve the right people, and don’t rush the process.

Your logo will represent your brand for years to come. Make it count.

Ready to Redesign Your Logo?

Penji makes logo design simple. No hunting through freelancer profiles or waiting weeks for agency quotes. Just flat monthly pricing, top tier designers, and your new logo in 24 to 48 hours.

You can request as many revisions as you need until it’s perfect. Plus, your subscription covers all your other graphic design needs too, from social media graphics to marketing materials.

Watch a demo to see how Penji works, or start your project today and have a fresh logo by tomorrow.

Frequently Asked Questions

How long does a logo redesign take?
It depends on your approach. With Penji’s unlimited graphic design service, you can get initial concepts within 1 to 2 business days. Traditional agencies might take weeks or months. The key is building in time for revisions and feedback, regardless of who you work with.

Can I redesign my logo myself?
You can, but professional designers bring expertise in color theory, typography, and what actually works across different applications. Unless you have design training, hiring a pro usually gives you better results and saves time.

How often should I update my logo?
There’s no set rule. Some brands go decades without changes, while others refresh every few years. Update when there’s a real reason like business evolution or outdated design, not just because you’re bored with the current look.

Will changing my logo confuse my customers?
It can if you don’t communicate the change well. Announce it ahead of time, explain why you’re doing it, and make the transition clear. Most customers understand that brands evolve, especially if you keep some recognizable elements.

What’s the difference between a logo refresh and a complete redesign?
A refresh keeps your core visual identity but modernizes elements like fonts, colors, or layout. A complete redesign starts from scratch with a whole new concept. Refreshes are less risky but also less transformative.