60% of logo redesigns fail!? What business owners should change before designers do.
"We want to change our company's image by getting a new logo." This is a common sentiment I hear from business owners when they consult me about logos. There are many articles out there that carefully explain the basics of logo creation, such as "the difference between a symbol mark and a logotype." That knowledge is certainly important. But what always bothers me is that the real question that business owners should be facing isn't that. Today, I'd like to share my own opinion on what business owners themselves need to change before discussing design when making the decision to renew a logo.
If you look up "what is a logo," you'll arrive at a classification: symbol marks (marks expressed solely by shapes), logotypes (expressed solely by text), and logo marks that combine both. This classification itself is very important knowledge, and it's worthwhile to know it before creating a logo. However, no matter how well you understand this basic knowledge, it doesn't answer the management question of "why should our company change its logo?" First, it's important to understand that knowledge of classification and management decisions are on completely different levels.
In the first place, changing the logo doesn't change the brand.
We define a "brand" as something special to a specific group of people. Branding is the process of intentionally building and maintaining that specialness. So, what is a logo? The answer is simple: a logo is just one of many touchpoints used to convey the impression of a brand. Philosophy, words, website, store space, employee behavior—a brand is built up from all of these elements, and simply changing the logo won't overturn the impression that has been built up over time.
Yet, many business owners mistakenly believe that "changing the logo equals changing the brand." I understand their reasoning. The logo is the most visible element and the easiest way to convey a sense of change. But I think that's like repainting the exterior walls of a house and declaring it a "renovation complete."
60% of logo redesigns don't yield the desired results!?
This isn't just my personal feeling. A 2026 study by Sunny Bonnell, an overseas management advisor who analyzed over 200 rebranding cases in the branding field, pointed out that up to 601 TP3T of rebrandings failed to achieve the expected results. The main reason for this, he said, is that they prioritize a visual refresh over strategy. In other words, many companies start thinking about "how it will look after the change" without articulating "why they need to change."
This isn't just a problem overseas. In Japan, too, it's said that refreshing a logo or corporate identity should be discussed in conjunction with management decisions such as "adapting to the times," "rebranding," or "changing or merging company names." Conversely, this also means that simply changing the design without considering the management decision-making process often leads to failure.
The most common mistake business owners make: making decisions based on "like or dislike."
Now, here's the most important point I want to convey. When business owners see logo and design proposals, some respond with, "I don't really like this." I actually think this is a somewhat dangerous response.
For example, let's say a business owner in their 40s says, "I don't like this design." But if the target audience for that logo or website is recent graduates, then the owner's personal likes and dislikes are honestly completely irrelevant. If you're not the target audience, your feelings are irrelevant to the project. This might sound harsh, but I think there are still quite a lot of companies that decide whether or not to adopt a logo based on the owner's "preference."
Likes and dislikes are the easiest and most powerful criteria for making decisions. However, these emotions are completely separate from the brand's purpose: "Who do we want to be special to?" To put it in extreme terms, far too many companies choose a logo that is not the CEO's personal property as if it were.
Of course, I have my own preferences. Sometimes I'm moved by a design. But whether or not I should let that emotional reaction directly influence project decision-making is a completely different matter. The ability to consciously separate my own feelings from the company's decision-making process—I believe that's one of the subtle but reliable measures of a manager's maturity.
On the other hand, in the case of small and medium-sized enterprises, the feelings of the business owners cannot be ignored. I know that when they are committed to the vision, they can unleash an astonishing amount of explosive power. Depending on the purpose of the project and the role of the logo, it is not uncommon to deliberately include "business owners" as the target audience. I am currently involved in such a project, so once the project is completed...Case StudyI would like to introduce it to you.
The yardstick of evaluation: "Wearing the same glasses"
One phrase we often use within the company is "wearing the same glasses." This means working together to define the evaluation metrics that our clients inherently possess, so that both management and designers can evaluate the output from the same perspective.
The process is simple: first, carefully interview clients to articulate their "ideal state," "current position," and "the gap between them." Then, evaluate logos and designs solely based on whether they meet the objectives and requirements. Personal likes and dislikes are deliberately excluded. This isn't about being cold; quite the opposite. Judging based on emotions risks ruining a design that truly resonates with the target audience, all because of personal preferences. I believe that's dishonest for a brand.
Whether or not this "framework" is clearly shared among management, staff, and designers is the deciding factor in the success of a logo redesign. Before design techniques, it's about aligning the standards of evaluation. That's the very first thing we do in any logo or brand project.
The right timing and cost considerations for a logo redesign.
So, when exactly should you consider a logo redesign? In my experience, it's healthy to discuss logos when there's a prior "management decision," such as a company name change, M&A, a discrepancy between the company name and appearance and its business activities, or when you want to strengthen your recruitment capabilities. Conversely, if you start the process simply because "it feels a bit outdated," you're more likely to end up in the same situation as the 60% example mentioned earlier.
Regarding costs, it's not very meaningful to judge whether a logo is expensive or cheap based solely on the cost of creating it. A logo is not just a single design task; it's the result of a process that includes everything from articulating the company's philosophy to conducting interviews and aligning evaluation criteria. The amount of time spent on the process greatly affects both the cost and the outcome. I've seen many stories of logos that were quickly and cheaply produced only to end up unused and needing to be redesigned again within a few years.
One more point to add is that, as of 2026, logos are most likely to be seen on digital touchpoints such as smartphone app icons, social media profiles, and favicons. We are now in an era where logos need to be designed with how they look on small screens as the primary consideration, even before considering business cards or signs. Many logos chosen simply because they "look cool" without considering this perspective end up being difficult to read or illegible when scaled down in actual use.
Summary: Before changing the logo, change your glasses first.
A logo redesign is not just about design; it's about management decision-making. And I believe the first thing managers should do is not search for a new logo, but to remove their "likes and dislikes" and put on the "for whom do we want to be special?" lens. Once you have that lens, not only the logo but all decisions related to the brand will become surprisingly unwavering.
To be honest, it's difficult for us to accurately grasp the current state of our company's "glasses" on our own. The longer you stay with the same company, the more your own assumptions diverge from those of the outside. If you feel a vague sense of unease about the current logo or brand, it might be a sign that your "glasses" are starting to slip. When you feel that way, I think it's a good idea to take a look at those glasses again with someone from the outside.
After starting his own business at the age of 26, he has over 20 years of management experience in the design and branding fields. In 2016, he moved with his family to the Philippines and established a local IT outsourcing company, leading its global expansion. Currently, as a "GLOBAL BRANDING AGENCY," he supports the growth of companies while also actively working on organizational reforms within his own company. Based on the real-world struggles and firsthand information he has faced in organizational development and overseas management, he shares practical branding and organizational theories that are thoroughly aligned with the perspective of business leaders.
