Logo Redesign vs Refresh: How to Update Your Logo Without Losing Brand Recognition
A logo redesign isn't an easy decision when you love your existing logo. But, sometimes what you love isn't working anymore—and that's okay.
Our client came to us with a problem many businesses face: “We are looking for a logo refresh. The original [logo] is still beloved, but it continues to cause issues when reproducing on promotional marketing materials. I would like to see ideas that simplify the logo and get the writing off the wings. Assured should be the main word, as we have another division, Assured Care at Home. The wings are used in that logo as well.”
What I heard (the real brief behind the brief)
When clients talk, I listen for what they're actually saying:
"Refresh" = They want strong ties to the old logo. Brand consistency matters.
"The original is beloved" = Don't throw the baby out with the bathwater. Respect what's working.
"Trouble reproducing" = The design is too complex. We need to simplify.
"Assured" and the wings = These elements tie separate brands together. They're non-negotiable.
What I noticed (the design problems to solve)
Beyond what the client said, here's what I saw:
Inconsistent brand application – The logo needed every element treated exactly the same across all uses: colors, text treatment, spacing, size
Spacing issues – The words and icon had awkward spacing that made reproduction difficult
Color complexity – Light colors and overlapping colors don't work well at small sizes or in single-color applications
A good logo works in one color if necessary. This one didn't.
The solution: Simplify without losing the soul.
I started with the icon. The head/circle was very small and the wing pieces were spaced far apart, making them read as three separate elements instead of one unified mark.
The fix: I drew the pieces closer together so they functioned as a single unit. Then I added a black swoosh line to create movement—like you're being surrounded, maybe even embraced.
We created both horizontal and vertical logo formats so their brand could work in any application: business cards, websites, signage, embroidery, promotional materials.
The result: Brand consistency + bold refresh
In the end, we:
Maintained strong ties to the original logo (brand recognition intact)
Created consistency between Assured and Assured Care at Home
Refreshed their look with bold colors and clean lines
Made it reproducible across all formats
The logo still felt like them—it was just better.
Logo refresh vs full rebrand: Which do you need?
You might need a refresh (not a redesign) if:
People recognize and love your current logo
Your logo has reproduction or scalability issues
You've added new divisions or services that need visual consistency
The core brand identity is solid, but the execution isn't
You might need a full rebrand if:
Your business has fundamentally changed
Your logo feels dated or doesn't represent who you are anymore
You're embarrassed to show it to potential clients
Your current logo has no equity worth saving
Still not sure? That's what I'm here for.
Want to talk through your options? I offer a 30-minute no-obligation call to discuss whether your brand needs a refresh, a redesign, or something in between.
Email me: aurelie@irisheyesdesign.com | Start a logo project | See more rebrands
