BY Benjamin

November 27, 2021

A logo is one of the most definitive aspects of any brand. Consider the most well-known names of our time, from Google to McDonald’s, and note how easily recognizable they’ve become to people across ages simply from their logos. Studies have shown that individuals are highly influenced by logos in their purchase decisions. With that in mind, it’s no wonder that businesses put weight in their logo design.

How does this come into play when you are rebranding? Is replacing your logo that one defining factor of change, and is it enough as the sole focus for a shift? If you’re thinking of the implications of a logo change in terms of brand recall and identity, read on.


An important thing to remember is that your logo serves your brand, not the other way around. Though it is a major symbol that can represent your brand, it’s important that you do not completely hinge your identity on it completely.

If your brand has something to say, your logo can work as an immediately recognizable summary of this messaging. In that sense, it’s important to create complementary visuals that go beyond just your logo.

If you’re going to change your logo, it’s important to follow through with more significant changes within the business. Otherwise, this could simply boil down to nothing or even translate negatively. If you have a built audience around your brand, a new logo would suggest a major change or a step into a new direction.

This means more than a concept; it means buildable actions that your target audience can witness. Without that follow-up, it could just become a forgettable expense that didn’t produce anything buildable.

On top of that, there’s the idea of going too distanced from your old logo. If you’re going to do a sudden shift that is as major as that, it needs to come with a marketing strategy that involves rebranding of other aspects of your business, too. With crisp ideals, new messaging, or improved procedures, you lessen the risk of turning your brand into something unrecognizable.


Everyone throws around the word “disruptive” when envisioning their rebranding goals. But one cannot discount the fatal mistake of becoming a viral joke or turning into the next target to cancel culture.

One needs to only look at the biggest blunders in logo redesigns to know the value and importance of centring your logo around a solidified brand voice. JCPenney had to issue an apology to its consumer base after its dastardly attempt, and Gap’s own brief redesign was quickly undone after a massive outcry over the new look.

Note how these examples aren’t a matter of budget, though. It’s all about making sure your new logo still feels like a visualization of the brand your consumers know you to be. It’s also easier to swing and miss when you try to change just the logo for no good reason in the eyes of the public.

You could easily opt for an affordable logo design and see better returns if you work closely with a skilled team to make sure that your identity and next steps are clear and based on consumer perceptions. Remember that a brand new logo will not necessarily be met with new eyes, so any change must have a justifiable context.


Affordable graphic design can perfectly encapsulate your brand. The right direction can steer public sentiment in your favour. As long as you can buckle down on your brand identity and mesh visuals with action, you should be able to use a logo redesign to achieve your goals.

Finding cheap graphic design in Sydney does not have to mean scrimping on vision and aesthetics. 55 KNOTS is one of the leading creative agencies in Australia because of its on-demand graphic design subscriptions that can cater to various industries and elevate brands while staying affordable. Check out their vast design portfolio now and get your own impactful logo.


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Captain of ships and commander to a crew of designers. Benjamin Williams is a creative director with over 20 years of experience working with the world’s largest brands.