Do you need a new logo or a more consistent visual identity?

Put your materials side by side

Collect the social avatar, website header, a proposal PDF, an advertisement and a document your team uses. Look at them without reading the name: do they seem to belong to the same company?

Note differences in colour, type, spacing and image style. If the logo is their only shared element, you may need usage rules and templates. This is a practical review method, not a statistical recognition test.

Test the logo where it needs to work

View the symbol at avatar size, on a dark background and in a simple document. Check whether the name is readable and details disappear. Sometimes the answer is a compact or monochrome version rather than a completely new symbol.

Find the original files. A small image repeatedly forwarded through messaging apps is not a useful benchmark for logo quality. Request vector files and guidance on which version to use in each context.

Identify what is worth keeping

Ask your team and a few customers what they associate with the company: its name, colour, shape or a particular part of the symbol. Their answers can inform the discussion without being presented as representative research.

Illustrative example: a symbol is recognizable but its lettering is difficult to read on a phone. You can adjust the composition and typography while retaining the symbol. If the business and audience have changed substantially, a broader review may be appropriate.

Create a small system the team can use

• Logo versions for light and dark backgrounds.
• Exact colour values and approved combinations.
• Typefaces, sizes and heading examples.
• Clear space and minimum logo size.
• Templates for frequently used proposals and posts.

Keep the rules easy to find. Assign an owner and one place for the files so old versions do not continue circulating alongside the current identity.

Decide around the problem

Write down three things that fail and where they happen. These become evaluation criteria: readability, consistency, mobile use or how easily the team can produce materials.

A logo and visual identity project can be a careful refresh. Content and communication templates help put the rules into everyday use. Ask to see applied examples before approving a direction based only on a large image on an attractive background.