Your brand’s logo is one of the most critical elements of your identity. It’s the face of your business, the symbol customers instantly recognize, and it tells a story without words. But even iconic logos need a refresh every once in a while. For established brands, however, changing a logo isn’t just a design project; it’s a strategic, carefully executed process. Today, let’s look at how a brand with legacy, like Pepsi, has successfully evolved its logo over the years without losing the essence of its identity—and explore how your brand can do the same.
Why Consider a Logo Refresh to add to your Brand?
The decision to update a logo often stems from an evolving business landscape, changing customer expectations, or a need for modernization. But one thing is clear: even the best logos can benefit from adjustments that reflect contemporary design trends and keep the brand top-of-mind. Here’s why a refresh could benefit your business:
Stay Relevant: Design trends change, and a refresh helps you avoid looking outdated.
Attract New Audiences: A modern logo can capture the attention of younger or evolving audiences.
Reflect Brand Growth: As your brand grows, the logo should align with its expanded identity, products, and values.
Pepsi’s Logo Evolution: A Case Study
Pepsi is a classic example of a brand that has navigated the logo update process numerous times—each change representing a new era for the brand. From its inception in the late 1800s to the sleek, simplified logo we see today, Pepsi has updated its logo in response to design trends and customer expectations, all while maintaining brand continuity.
Pepsi’s approach shows us that a successful logo evolution:
Retains key elements of the brand identity, so it’s still recognizable.
Introduces modern design elements that reflect current consumer preferences.
Communicates a shift without alienating loyal customers.
If a brand as big as Pepsi can consistently update its logo and still retain its core identity, your business can too—with the right strategy.
"If a brand as big as Pepsi can consistently update its logo and still retain its core identity, your business can too—with the right strategy."
5 Steps to Sunset Your Current Logo and Update Your Brand Identity and Look
1. Analyze What’s Working and What’s Not
Before you start the redesign process, evaluate your current logo. What elements resonate most with your audience? What feels outdated or no longer aligns with your brand vision? Identify the core aspects that are worth keeping—these are the elements that make your logo recognizable and trusted.
2. Define Your Brand’s Updated Message and Vision
A refreshed logo should align with where your brand is today and where it’s headed. Outline your updated brand message, core values, and any new elements that define your identity. This helps create a strong foundation for the redesign process.
3. Work with Experienced Designers to Capture Your Evolution
Your logo refresh should feel intentional, not forced. Partner with designers who understand your brand’s history and future vision. Aim for a balance between innovation and familiarity. Think of Pepsi’s updates; they worked with design experts to adjust color tones, font choices, and overall composition—evolving but still unmistakably Pepsi.
4. Communicate the Change to Your Audience
A successful logo change involves more than just swapping an old design for a new one. Develop a communication plan to announce the refresh to your audience. Explain why you’ve updated the logo and what it represents. Transparency is key—customers want to know there’s a purpose behind the shift.
5. Gradually Integrate the New Logo Across All Platforms
Ensure a smooth transition by gradually introducing your refreshed logo on digital platforms, print materials, packaging, and other brand assets. This phased approach can prevent customer confusion and help build familiarity with the new look. Many brands, including Pepsi, phase in their new logo to allow customers time to adjust and embrace the change.
Updating a logo isn’t just a design decision—it’s a commitment to evolving with your audience while staying true to your brand’s core. A thoughtful refresh allows you to modernize without alienating your loyal customers. By following these steps and learning from brands like Pepsi, you can sunset your current logo and introduce a refreshed brand identity that resonates with today’s consumers.
Stone House Digital is here to help guide your brand’s evolution with strategy, design expertise, and an approach that respects your brand’s legacy while building its future.
Let’s create a brand identity that resonates today and tomorrow.
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