When & why do you refresh your brandmark?

A timeless brandmark can serve its role for up to ten years, however most don’t for various reasons. Generally, brandmarks/logos outdate or no longer reflect the image you want to project in the marketpace and direction/positioning of your business moving forward.

As a general rule it is good to reassess your brandmark each time you prepare a new strategic plan for your business to ensure it still meets the strategic direction for your business.

Key indicators include a change in your product offering and positioning, a branding hierarchy is needed to demonstrate the relationship between your corporate brand and sub-brands, your brand has suffered reputational damage, merged with another business, your brand doesn’t apply well across digital platforms or in large or small formats.

Whether you need an evolution or revolution of your brand, always start by assessing the equity or heritage in your current brandmark and the role it has to play. - Lynne Trensky