11 Logo Redesign Examples to Learn From
When it comes to keeping your brand relevant, sometimes a redesign or even a complete overhaul of your logo design is necessary. While a good logo should stand the test of time, you may need to redesign yours under certain circumstances.
In this article, we’ll explore why you might consider a logo redesign and how to go about it. Plus, we’ll look at some successful logo redesign examples.
What is a logo redesign?
A logo redesign refers to a simple refresh or a complete design overhaul. While a logo redesign may be the product of a larger change in a brand’s purpose, core values or mission, the redesign itself comprises all the visual changes made to an existing logo.
Regardless of your redesign scope, logo changes impact your brand’s visual identity. This can lead to consumers perceiving your brand differently, so consider how to redesign a logo that will appeal to both existing customers and stakeholders.
Is it time for a logo redesign?
Check that the timing makes sense for your business and you have adequate resources to cover every step of the process. Start by asking yourself the following questions about your logo:
01. Has your audience or target market changed?
Perhaps your initial market has changed, or you simply want to reach a newer audience. If your brand does not currently resonate with the relevant target market, an updated logo can modernize your identity, and show how your brand aligns with their values.
Learn from Gap’s logo redesign mistake of 2010. The clothing brand has had the same logo for 20+ years and after experiencing some brand fatigue, they “changed for change’s sake [after] they felt that the logo had been around so long it needed to be changed.” They introduced a new logo that was met with such negativity that they switched back to the old logo only six days post release.
This scenario cost the brand millions of dollars. The Branding Journal writes, “Gap’s speedy return to the old logo signifies a failed rebranding strategy. The new logo received almost immediate negative backlash from both consumers and professionals, who were taken aback by the change, which occurred without any prior build-up.”
02. Have your competitors changed?
Maybe your brand has dominated a specific industry for years, but newer competitors have popped up. If you find that they better resonate with your desired audience, let them motivate you to level up your logo design.
Redesigning your logo with competitor awareness gives you an edge on how to stand out. Rather than copy competitors, learn what works for them, what doesn’t and why—use these lessons in your own design decisions.
For example, over the past decade, many direct-to-consumer brands appeared on the market with a similar minimalist aesthetic. This led to brand homogenization, or what Glossy calls “blanding,” where all brands started to blur together to consumers. Now, “brands are turning to bold, colorful branding” to make sure they stand out amongst their competitors.
03. Has your business grown?
Has your brand taken on a new direction or expanded your offerings? You may find that your logo doesn't quite fit with your current messaging.
Dunkin' Donuts changed their name to Dunkin’ to reflect their shift from a “morning” stop to an all-day food destination, with expanded food and beverage options. Dunkin’ also kept the recognizable orange and pink logo colors to stay familiar to their dedicated customers. The brand simplified their logo in this “make under” to include the brand’s new product offering and reach new customers, while resonating with existing ones.
04. Is your current logo outdated?
Just as fashion trends come and go, logo trends continually evolve. A once cutting-edge logo can look outdated in just a few years—especially as more brands expand into digital spaces. You may need to redesign your logo to last, with classic styles that will age well. You may need to rethink what is a logo, and what does mine stand for. Just remember to maintain brand consistency. For example, Kia underwent a rather drastic refresh of their outdated logo in 2021. This sudden shift confused the market, with some noting it looks like a band logo, or looks like a “KM” rather than the word Kia.
05. Does your logo represent your brand values?
As your business grows, you may find your brand values have organically shifted. If your brand is reevaluating your mission or vision statements, brand purpose or core values, you should take this as a good time to redesign your logo to match.
Uber has undergone several rebrands in a relatively short time, and not all for good reasons. After former CEO Travis Kalanick stepped away, bad press followed the company. The company rebranded to mitigate these issues, showing not only a change in management, but adapted brand values. To mark this change, Uber released a new logo, they eliminated their previous brandmark and simplified their look with a minimalist workmark logo, using their own custom typeface called “Uber Move.”
Logo redesign vs logo refresh
Think of a logo refresh as a slight update—anything from a new color palette, updated logo fonts or simplifying existing logo elements. This can also mean changing sizes or adjusting spacing. Use what already exists with just a a few small tweaks.
A logo redesign, on the other hand, is a full-scale makeover. This includes all new colors, fonts, logo shapes, and taking logo psychology into consideration for the design process to send a whole new message. This can and often includes a brand name change.
How to redesign a logo
Just as you would tackle designing a logo from scratch, redesigning a logo comes with a similar process. You must define your brand identity, curate inspiration, decide on a logo style and devise a plan to share the final look. You should also consider:
Existing logo elements to keep and change
Customer attachment to the previous logo(s)
The project scope
Logo redesign tips
Use these tips when redesigning your logo:
Consider brand association. If your business has established brand associations, keep your colors, shapes, symbols and styles consistent with the original version.
Avoid fads. Keep tabs on modern logo trends, but avoid jumping on a fad as they become dated fast. Good logo designs need to stand the test of time. You don’t want to have to redesign your logo any time soon.
Keep your audience in mind. Remember your logo is for your target audience. What will speak to them the most effectively?
Mind all logo variations. Consider where you’ll place your logo—both on and offline. For example, many social platforms require specific logo sizes. Ensure yours will look good on each platform, your website, and any printed marketing material or branded merchandise.
Avoid creating a logo from scratch. You must consider how your previous design fits into your redesign. Too much change too fast can alienate current customers who associate the old logo with your business.
Do not copy your competitors. Although you should explore what your competitors do in your respective niche or industry, stick to your company’s visual identity.
Marketing your new logo
Generate a buzz. Let your audience know that something new is just around the corner. Just look at Kourtney Kardashian’s latest project, Lemme. Without even letting customers know what the brand does, she released teasers on her social channels. Tip: You can use these coming soon templates to tease your new logo to existing customers.
Update all marketing material. Make sure you update every branding asset, from internal communications to external advertising. You need your new logo design to consistently appear everywhere your brand does.
Share new logos on social media and relevant channels. To generate exposure, have your logo appear where your target audience spends time. Try using an email marketing campaign to let people know about the redesign and post it on your social channels. After you’ve generated buzz, make it loud and clear your new logo is staying with your brand for the long term.
Ready to redesign your logo or start from scratch? Use the Wix Logo Maker to create a uniquely on-brand logo.
11 logo redesign examples
Learn from these professional logo redesigns:
Since its inception in 2006, Wix has evolved into a website creation leader. Along the way, the SaaS company’s logo has grown up, too.
As Yiftach Koronio, design team lead at Wix, shares:
“Once we established ourselves as an industry leader, we dropped the ‘.com’ from the company name and logo. As time went on, our logo evolved more. We simplified the typography and let the logo feel more flexible with our brand. We also eliminated the yellow apostrophe and shifted to all black. We retired our beloved Musa character, although he still lives on for internal use to maintain a certain nostalgic vibe.”
This logo redesign occurred over several years and reflected the company's growth. Regardless, the core values have remained at the foundation of Wix’s logo design.
Often named one of the best logos in the world, Mastercard shows how to rebrand a business effectively. Together with the brand agency Pentagram, the credit card company reimagined its old logo with a “goal to convey simplicity and modernity, while preserving the company’s heritage and enormous brand equity.”
The growing digital technology for Mastercard’s business drove the change. As Raja Rajamannar, Chief Marketing and Communications Officer shared, “It needed an identity that would help position the brand as a forward-thinking, people-centered technology company. The new mark is designed to work seamlessly across all digital platforms, retail channels and connected devices.”
The company’s logo has undergone several subtle changes and refreshes since its original design in 1966, however the overall concept has always remained the same. The consistent orange and red overlapping circle motif has meant that people around the world can easily identify the company’s brandmark.
To signify the company’s shift from a mail-rental DVD service to a digital content disruptor, Netflix decided to redesign their company logo. They maintained their brand colors, but went for a minimalistic approach. This new logo carries the brand identity clearly across every device that people watch the platform on, regardless of size or resolution.
Tip: Check out these minimal logo ideas to help inspire your own.
Slack unveiled their “say hello, new logo” campaign back in 2019, saying, “It’s not change for the sake of change. That said, change is inevitable, and something to be embraced, etc. etc., but that’s not a good enough reason to change a logo. A good reason to change a logo is that it’s not doing the job you want it to do—and because a simpler, more distinctive evolution of it could do that job better.”
The brand goes on to explain that they missed the mark on their first logo version, and they needed to refine the design to keep up the brand messaging and overall vision. Together with their in-house design brand team, Michael Bierut and Pentagram, Slack’s logo redesign showcases a more cohesive visual identity.
Like Netflix, as a digital company, Slack’s redesigned logo appears better on the app, on mobile and desktop monitors as well as on company swag.
05. Cleveland Cavaliers
Professional teams frequently redesign their sports logos. While some may simply update their logo to reignite the fan base, boost merchandise sales or celebrate newly traded players, others may choose to as part of activism.
The Cleveland Cavaliers, for example, introduced a modernized logo collection that tapped into the team’s nostalgic core. The logo maintains the iconic “Cavaliers Wine” color paired with a reflective “Cavaliers Gold,” to highlight their championship caliber, as well as a luxe, royal feel which aligns with the sports team.
Tip: Big brands like Burger King have used the nostalgic logo redesign approach. If it fits your brand identity, get inspired by these retro logo ideas.
06. Taco Bell
After twenty years with the same logo, Taco Bell updated their iconic bell brandmark in 2016. Taco Bell is considered one of the most innovative franchises due to its successful products like Doritos Locos Tacos, priority customer experience and effective use of social media and user-generated content. The fast-food chain’s logo redesign was inspired by their massive loyal fan base of millennials and Gen Z-ers.
“I didn’t even know how fervent the fandom was. But that enthusiasm is what allowed the brand to lean into a playful persona that doesn’t take itself too seriously,” Christopher Ayres, Taco Bell’s creative director, told The Verge. “I think that’s what gives us the permission to be fun.”
Yet, with such strong brand loyalty, Taco Bell’s logo refresh required great care to stay recognizable. According to AdAge, the new logo “allows for more customization with color, patterns and textures.”
After Facebook renamed itself Meta, the company shifted its priorities, focusing on the future and putting all their effort into the metaverse. As part of these branding efforts, they redesigned their logo to signify the future of social connection. The company explains:
“The Meta symbol was designed to dynamically live in the metaverse—where you can move through it and around it. It can take on infinite textures, colors and movement, capturing the creativity and imagination of a 3D world. It was also important that the symbol take on a blue gradient and pull in the color of our core products, connecting our future to our company’s origins.”
In addition, Meta strategically redesigned their simple wordmark to work across a range of applications, still using their company typeface to maintain consistency.
In 2021, the beloved ice-cream chain underwent a brand update to include a new color palette and logo. As Baskin-Robbins shared with Business Insider, the “new logo pays homage to its early beginnings, and its original 1947 logo, which featured circus-inspired typography in pink and brown.”
Baskin-Robbins teamed up with creative agency ChangeUp for the refresh. CCO Ryan Brazelton shared:
“Baskin-Robbins is one of those brands with the unique potential to transcend generations. They wanted the branding to deliver the quality and creativity they’ve always offered but weren’t getting credit for. They needed to create a visual identity system that was exciting for people who grew up with them and future audiences as well.”
Along with their new visual identity, the brand debuted a new attitude to connect with younger generations via technology. For example, they released curated branded merchandise, more plant-based flavors and user generated content. Plus, the number 31 is still hidden inside the logo design, maintaining the legacy that company believes its customers should have the opportunity to taste a new ice cream flavor every day of the month.
Compared to the other distinct redesigns, Instagram's subtle logo refresh may be undetectable. However, if you look closely, the brand's icon touts a brighter, more distinct gradient.
Instagram announced, “Our new system is designed to embrace continued evolution to help us create more immersive and inclusive experiences for our community.”
Instagram’s refresh received some backlash from users, as well as criticism against the social platform for resembling TikTok. Some concerns included Instagram’s inclusion of Reels, or algorithm complaints. Instagram head Adam Mosseri shared an insta post to reassure users that the platform won’t eliminate what people care about.
In an effort to keep relevant, and aligned with the branding changes from parent company Meta, Instagram’s gentle logo refresh shows that the brand attends to its users and competitors.
Established in 2000, TripAdvisor began as a by-traveler-for-travelers guidance website. Today, the company has grown and expanded into much more than a review site. It offers visitors a flight-finding service as well as customized holiday packages complete with car rentals and curated experiences.
In 2020, they redesigned their logo, partnering with New York-based Mother Design studio. The updated TripAdvisor logo includes the familiar Ollie the owl mascot, but with a much sleeker and toned down approach. In addition, the circular shape paired with the scaled back black and green logo color combination offers a more suitable icon for mobile app use.
As Design Week reports, “the site has nearly 460 million unique visitors each month and 830 million reviews and opinions. The company knows the world of travel has evolved, so it only makes sense that the platform’s branding follows suit.”
While many visitors use TripAdvisor online, tourism-related businesses also proudly boast their ratings on websites and social platforms, as well as printed on restaurant or other locations entrances. Travelers can still recognize the new logo, maintaining its brand trust.
What started as a chat app primarily for gamers has blossomed into a go-to platform for those who want to create community online. As Jordan Minor shares in a PCMag review, “Discord makes it incredibly easy and intuitive for anyone to set up chat servers, and talk with friends or strangers via text, audio, and video. Discord is so popular, even non-gamers find plenty of use for it.”
With this new-found popularity, Discord recognized how a redesigned logo could better speak to its expanded audience. The new accessible, readable logo boasts a strong emphasis on color and bold typography, subtly elevating the brand to new audiences while maintaining the relationship with their existing user base.
By Kylie Goldstein
Content Marketer and Branding Expert