Logo redesign vs refresh: evolve or start over

Refresh tweaks versus full restarts

A refresh tweaks spacing, curves and colors over 2 to 4 weeks while keeping 80 percent recognition. Starbucks simplified its siren in 1987, 1992 and 2011, each time removing text and rings across 16000 stores worldwide.

A redesign starts over in 8 to 12 weeks with new shapes for changed names or markets. When you generate your logo online, mock both a light refresh and a bold restart to compare feedback from 50 customers in 7 days.

How to choose the right path

Choose refresh if recall tops 60 percent and complaints stay under 10 percent yearly. Keep core green or blue shades within 5 percent shift so packaging printed in runs of 10000 units still matches shelves.

Choose restart after mergers, scandals or pivots older than 7 years affecting 3 product lines. Full overhauls cost 3000 to 12000 dollars but can raise clicks 22 percent when tested across 4 months.

• Refresh keeps 80 percent recall
• Redesign takes 8 to 12 weeks
• Starbucks evolved 3 times
• Restart after mergers or pivots
• Test both routes 7 days