There is a time and a place to make a drastic change to a company’s logo and brand but it can take a lot of work, advertising and money if you already have brand recognition. With a logo update or upgrade you retain some elements or essence of what people are familiar with while getting to present and a more current look to match your company where it stands today. An update or upgrade should allow people to say “wait a second … oh there you are, looks a little different” instead of “I guess they went out of business” if you aren’t putting effort and money into a relaunch of your brand.
There are a few exceptions where a rebrand and entirely different new logo wouldn’t be difficult as well. For example if you are a one person shop with no products on a shelf then it may not be a problem because you may know all of your clients by YOU. Your face, your name, and a rebrand would not be much harder than an update/upgrade because people aren’t looking for a product on a shelf at the grocery store or looking for your sign in the window. In those cases, I say go for it if you feel it’s time for a brand new you.
Otherwise consider how much time, effort and money you want to put into helping people get to know the new you before deciding between a completely new look and just giving what you’ve already got a facelift.
