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As a branding expert I've helped many brands redesign their logos.
In this article, I'll show you how a logo can be fixed, by looking at a few examples of famous brands, as well as a few of my own client projects.
You'll see firsthand how small refinements can make a huge difference in how your brand is perceived.
Your logo might have been designed years ago—maybe you created it yourself, or the designer didn’t quite hit the mark.
Now, as you compare it to your competitors, you might come to the conclusion that it’s not up to par with what your brand deserves.
Let's look at some of the reasons you might need to fix your logo:
A poorly designed or dated logo can really hold your business back on many levels.
That's why refining your logo from time to time is a chance to elevate your brand.
Keep in mind that, the most successful logo refinements come from smart adjustments rather than complete overhauls.
So let's look at a few examples of how famous brands fixed their logos.
Let's look at how some well-known companies have successfully updated their logos while maintaining and even enhancing brand recognition.
Campbell's logo update shows you how to respect brand heritage while moving forward.
It was done by Turner Duckwort, a well-known branding agency responsible for some of the most iconic logos of modern era.
They separated the letters for better legibility and refined the details like the "C" and apostrophe.
The result? A more elegant, timeless design that still feels familiar to their customers.
Papa Johns took a bold step by removing unnecessary elements from their logo, which allowed for moderning the whole brand identity.
They eliminated the frame around their text and removed the apostrophe.
These simple changes created a cleaner, more impactful look that works better in today's digital world.
If your logo feels cluttered, you might benefit from similar simplification.
And then expand on that by building a proper brand identity system, just like Papa Johns did.
Sometimes, minor tweaks can really transform your logo and make a big Impact on how your brand presents itself.
Thrift's redesign shows how just by refining the font and making a subtle tweak to the mark can make a significant difference.
Notice how adding a small gap in the plus sign creates a secondary meaning (a human figure).
This is great example of how to make a logo more meaningful and memorable.
When Lloyds Bank updated their historic horse logo, they simply made it face forward and incorporated sharper angles.
This subtle shift maintained their heritage while creating a more dynamic, contemporary feel.
If you have a long-standing brand symbol, you can take a similar approach to making it look more modern.
Let me share some real-world examples from my own client work to show you what's possible with thoughtful logo refinement.
When working with Focal, we focused on improving legibility and proportions.
By thickening the lines and adjusting the typography, we created a more professional look that works beautifully across all applications.
The key was maintaining their core design while enhancing its functionality.
For Lyntics, we kept their teamwork-focused symbol but refined the gradients and typography.
This subtle update gave them a more sophisticated look while preserving the core idea.
Sometimes, you don't need to change the concept – just polish up on the execution.
With AMI, we went beyond just logo refinement to create a comprehensive brand system.
While maintaining their basic proportions, we improved the balance and created a cohesive brand architecture.
This shows how your logo update can be part of a larger brand evolution.
Here's what you need to focus on when updating your logo:
Start by identifying specific problems with your current logo.
Is it the spacing? Color choices? Typography?
Understanding what's not working helps guide your refinement process.
Remove unnecessary elements while keeping what makes your logo recognizable.
Remember, simplification doesn't mean losing your brand's personality – it means making it work better.
Update your color palette to align with current trends and technical requirements.
Make sure your colors work across all mediums, from digital screens to print materials.
If your logo includes text, ensure it's clear and readable at all sizes.
Small adjustments to letter spacing and font weight can make a huge difference in legibility and impact.
Keep elements that your audience already connects with while modernizing the overall design.
Evolution works better than revolution when it comes to logo updates.
When fixing your logo, watch out for these common mistakes:
While this article can give you some inspiration, sometimes you just need an expert to help you make it happen.
As a branding expert, I've helped various businesses transform their logs and visual identities—see my portfolio.
If you're looking for help, then schedule a free consultation call so we can discuss your project.
On the call, we'll identify areas for improvement and create a plan for fixing your logo.
Don't let an outdated logo hold your business back—Schedule a call today!
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I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?—Get in touch
