Logo refresh

When a refresh makes sense

A refresh is for a logo that customers already know but that causes problems. Common signs: the only file you have is a blurry JPEG, thin lines disappear on embroidery, the name can't be read on a phone, or the logo only works on white. A refresh keeps the idea and the main shapes and redraws them so they hold up.

If the logo no longer fits the business at all, we'll say so in the quote and you can decide whether to go further. Most clients choose to keep the core of what they have.

Versions you get

What we usually change

• Line weights, so nothing vanishes at small sizes or on fabric
• Spacing between letters and between the mark and the name
• The typeface, if it's hard to read or can't be licensed for commercial use
• Colors, matched to your new color system
• Details that clog up when printed small, such as fine gradients or drop shadows

Files

You get vector files (SVG, EPS and PDF) that scale to any size, plus PNG files at common sizes for social profiles and documents. Files are named so you can tell them apart, for example primary color, stacked one-color, or icon reversed. We also send a one-page sheet showing clear space and the smallest size each version should be used at.

How it runs

1. You send the files you have and photos of the logo in use.
2. We send two or three refresh directions, from light touch to bolder.
3. You pick one, we refine it with your markups.
4. We deliver all versions and the file sheet.

See the full process for review rounds and file handoff.

Questions