When is it worth changing a company logo
When the mark stops working technically, when the company has changed what it does, or when the look no longer matches the prices you want to charge. Simply wanting a refresh is not enough.
Technical reasons are the easiest to judge. A logo that exists only as a picture blurs on a larger screen, does not work on a dark background and cannot be printed properly. That has to be fixed regardless of taste.
The business reason matters more. A company that did one thing for years and today sells something else, at higher prices, usually has a mark fitted to the previous stage. A premium customer judges by the look before asking the price.
We advise against change for its own sake. A recognisable if imperfect mark can be worth more than a prettier one nobody associates with you. In such cases we suggest a correction rather than a new logo.
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