Best way to tell if your brand mark is a successful one or not, is by testing the response of your peers.  If it is a great one, the remarks will flow naturally and the people exposed to it will response positively, even without you asking. So aiming for greatness should be the ultimate goal of the designer as well as you, the contractor.

If there is something that bothers you about your own logo, this will in time cause a tangible amount of derailing in the belief in your own brand.  Just like in any relationship, it is best to sort things out from the get-go and not let the differences pile up.

Why Do Big Corporations Decide to Reinvent the Wheel?

"If it ain't broke, don't fix it" This doesn't apply to our industry.  The logo is the face of your company, the most seen representative.  Because it is designed to continue reminding of your greatness even when you are not on the field. So when there is a big change due, need be for financial reasons, or digital transformation reasons, or simply because the time has come to show the old and new clients that your brand is "with the new".  As long as a set of branding strategies and campaigns follow the new image, even big corporations and chains do not mind the risks of rebranding.  On the contrary they look forward to it and welcome it.  Because it represents more exposure and more potential income.  But the timing and syncronicity is everything.  All agents must turn the key at the same time, otherwise the bomb will not ignite.

Time for Rebranding

The decision to rebrand is not easy.  It must be handled with care and a proper branding and marketing strategy.  A good study in the updated target audience and the technological advancements can also help the vison-board be clearer.  Borrowing sucesful elements from the old brand, especially for this change to come across as an "upgrade" and not a complete toss-away, will play an important role in the protection of the trust bond with existing clients and followers.