Starting a brand style from nothing can be difficult.

But changing an established brand has its own set of risks attached to it too. When you make style changes to your branding, what you’re really doing is asking your customers to change their visual associations with the old you to the new.

And yet, brand evolution has been crucial to the longevity of many of the biggest names in business. Consistently proving that just as products and technology move with the times, so should your brand.

Take a peek, for example, at the brand evolution of some of the largest and most well-established names below, courtesy of Great Jakes design blog:

Logo changes - apple, coca cola, shell oil

Of course, we remember (most of) these old logos – but it’s no longer how we think of or approach those brands today.

Why should I change my logo?

“And when’s the right time?”

Well, we don’t really know the answer to either of those questions, sorry. It all really depends on you and your business. But what we do know from our work with our fair share of brands is that each one had very different reasons for making the change and even more reasons why they felt it was the right time.

Here are just a few examples from the Collective catalogue…

Reasons for changing your branding

It’s outdated

By nature, Sarner is a company which strives to stay ahead of the curve when it comes to advances in technology and engineering. An international organisation, they didn’t want to change their logo too much but felt that their overall branding was in need of some modernisation. So we created a cleaner logo and a clearer website using modern and understated portfolio design.


Sarner old website new website

It doesn’t say enough

When it comes to childcare course suppliers, Babyem are considered one of the best. But out there in a sea of brands, their previous logo offered too few clues about what this business actually offered. So first off, we created a graphic centred around pregnancy, parenthood and childcare whilst also cleverly incorporating the ‘B’ and ‘E’ of Babyem,. We used a rounded font for the brand name to continue the wholesome look of the logo. We also added the strapline ‘childcare courses for parents and professionals’ to add even more clarity.


Babyem Old and New Logo

It’s time to say something different

After almost 100 years in the business, expert cabinet makers and bespoke kitchen designers, Brayer wanted to change their branding to reflect the tradition and heritage of their brand. Although their existing logo was extremely modern and sleek,  for Brayer, the way to move forward was by looking back. We adopted an antique brown and gold colour scheme with ornate ‘BD’ graphic above their name to meet the brief.


Brayer old logo and new logo

It’s not striking enough

With a strong network of business centres, The Workstation was rapidly building a solid reputation throughout the home counties. But the logo lacked the confidence of the business and, again, didn’t say enough about what this company had to offer. For the logo, we created an empty office chair to symbolize the availability of work space at their business centres, a handwritten brand font to emphasise flexibility and a tagline to sum up what The Workstation really offered to their target market: ‘A Base for Your Business’.


Old and New logos for The Workstation

Need help with your brand?

If you would like us to help develop your brand, please feel free to get in touch to talk to our talented graphic designers at our studio near the centre of Kingston-upon-Thames – call or email