"Choose something that is true to the firm's character"

Confirm if a change is necessary: Don’t rush in to change your logo just because you have undertaken a branding programme. Re-branding does not always mean a new logo. Assess what your corporate identity is communicating against how you wish to be perceived by stakeholders. Make a change only if there are significant gaps in perception.

Determine the degree of change: Does your logo need to be tweaked or do you need a fresh expression? To what extent is your organisation changing? These questions determine a logo’s evolutionary or revolutionary degree of change. 

Identity is the last thing that should change: A corporate identity change should be the last step in a series designed to transform the company. This ensures that the new identity, when launched, is backed by a perceptible difference in how the company communicates and conducts business, becoming a powerful symbol of change.

Tell a good story — and first, tell it internally: What is the core philosophy that you want to share through your new brand? What does your new logo say about where your company is headed? Make sure employees understand the change before launching externally. 

Think long-term: Don’t be tempted to follow the latest design trends for aesthetics’ sake. Choose something true to your organisation’s character that will stand the test of time. The core idea of your new logo should last at least a decade.