So, you’ve made the executive decision to change your company’s logo. First of all—congratulations on your bravery. That’s right up there with getting bangs after a breakup or switching your coffee order after five years of loyalty. But hey, we get it. Tastes evolve, and let’s be honest—most of us launched our businesses with a logo that was more “just get something up” than “visionary brand identity.”

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Now what?

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Well, you’ve got two options. You can hire professionals (cough like us cough) to handle it, or you can take the DIY route and whip something up yourself. Either way, you’ll need to bring some ideas to the table. And here’s where things get... tricky.

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Because our first instinct? It's usually to “borrow”—which is marketing-speak for “copy but with plausible deniability”—from the logos and ads we see everyday. And as Americans, we are constantly being sold something. Billboards, Instagram ads, coffee cup sleeves—heck, your shampoo probably tried to upsell you on more shine this morning. So yeah, we are very, very aware of branding.

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But Here’s Where It Can All Go Sideways...

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Don’t be too clever. When you sit down to redesign your logo, all that constant marketing noise in your head might make you think, “I could totally pull off something super edgy and mysterious!” But hold up—are you a multibillion-dollar conglomerate with a decades-long customer base and a marketing budget that rivals the GDP of a small country?

 

No? Then maybe let’s not reinvent the branding wheel just yet.

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Take the great acronym migration, for example: Kentucky Fried Chicken became KFC. Consumer Value Stores? CVS. Bradley, Voorhees, and Day? BVD (which sounds more like a bank than underwear, but we digress). American Telephone and Telegraph? AT&T, baby.

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The key difference? These brands were already HUGE. Like, “we’re-in-your-living-room-and-your-fridge” huge. They could afford to confuse people for a while. They had the customer loyalty, marketing teams, and deep pockets to reintroduce themselves with sleek new initials and still be recognized.

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If that’s not where your company is just yet—don’t sweat it. We’re not here to judge. We’re here to help.

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Let’s Get Real

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Whether you want a complete logo glow-up or just need help bringing your scribbled napkin sketch to life, we’ve got you. We can work with you from concept to creation—or jump in wherever you’ve left off.

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Just remember: the most important person in this entire process isn’t your designer, your investors, or your branding book. It’s your customer.

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They need to know who you are, what you do, and how you can help. If your new logo doesn’t do that because it’s too vague, too clever, or trying too hard to be the next “disruptor,” you’re doing yourself a disservice.

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So go ahead—dream big, redesign smart, and maybe skip the cryptic acronym (unless your goal is to start a cult or a tech startup... which, come to think of it, are often the same thing).

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And if you need a hand? You know where to find us.