Is Your Logo Evolving with Your Business? Five Questions to Ask.

Sandra Fianko
Jan 30, 2017
2 min read

Updated: Nov 13, 2023

Brand development is a journey, not a static phenomenon, that is why it is imperative that it is reflected in the brand visuals of a business. Is your corporate logo evolving with your business? Every business has its simple beginnings; however, as a business grows it is vital to conduct periodic brand audits in order to evaluate the effectiveness of the brand visuals. Are they relevant and do they align with the present business position?

A brand audit starts with asking questions, like;

Is the logo or brand visual obsolete?
Is it reflective of the current positioning of the business?
Does it stand well among and against the competition?
Is it confusing or sending the wrong message about the business?
Does it communicate the corporate message effectively to clients and stakeholders?
Find out more in a related article, Why Should My Business Rebrand?

During the audit process, it will become apparent if a redesign of the business logo and other brand visuals are necessary. If so, never be afraid to go out on a limb to do something unique and creative.

Most of the major brands we see today have all had their beginnings in a time when their logos were relevant; however, as they innovate and grow to their current positions, their logos have reflected their respective journeys. Take a look at the image below, it shows five major corporate logos as they have evolved. For the purpose of this article, we are highlighting only the original, the most recent, and the current logos. Understandably, some of these logos have undergone many redesigns over the lifetime of the business than we are showing here.

See the image below: