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No brand is static. Even if key elements, such as a logo, remain familiar over the course of decades—think of the iconic Nike swoosh, which has been around since the early 1970s—it must still change, even subtly, in order to stay fresh and grow.

Change the Context and Everything Changes

Instead of changing your logo, consider changing its visual environment and context, i.e., how the brand is used:
• Look at the palette and see if it can be expanded; add or change the colors
• Modernize the use of white space in the elements around the logo
• Take a fresh look at the images/photography
• Refresh your messaging so it is more relevant to the moment

With less investment of time and money, and with fewer political issues and emotion (such as stress), you can refresh your brand while keeping the recognized, familiar logo in which you’ve invested so much.

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*Article contributed by WPO member Janet Odgis, President and Creative Director of  Odgis + Co a NYC woman-owned branding firm.

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