Logo Redesign Evaluation and Evolution Plan
Decide whether and how to refresh an existing logo.
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Decide whether and how to refresh an existing logo. Brand history and logo description: [BRAND_AND_LOGO]. Reasons for considering a change: [REASONS]. Recognition and equity (how long used, customer recognition, signage, products): [EQUITY]. Where the logo is used: [USES]. Budget and timeline: [BUDGET_AND_TIMELINE]. Use this tree: 1. What problem are we solving? IF it is only boredom THEN do not change the logo. IF there are functional problems (does not scale, poor legibility, outdated meaning, off-brand, trademark issue, reproduction problems) THEN go on. 2. How much recognition would be lost? IF the logo is widely recognized THEN choose evolution (refine proportions, simplify, modernize type or color) rather than replacement. IF recognition is low THEN replacement is lower risk. 3. Can the problem be fixed with a set of versions (simplified mark, one-color, stacked) rather than a redesign? 4. Cost of change: signage, packaging, vehicles, digital, printed materials, legal marks. 5. Rollout: phased or all at once, transitional period with old and new, announcement and explanation. Output a recommendation (keep, add versions, evolve, replace) with reasons; an evaluation table (legibility at small size, distinctiveness, versatility, timelessness, fit with brand, reproducibility) scoring the current logo 1 to 5; a design brief for the recommended path; an implementation cost checklist; a communication plan; and tests with customers and staff. Mention checking trademarks with a professional.
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