You already have a logo. People know it. It's on your sign, your van, your Facebook page, and possibly a tattoo on one loyal customer.
It's also holding you back. It won't reproduce in one color. It's illegible at the size of an app icon. It was drawn for a business that did one thing and you now do four. Or it simply looks like the year it was made.
So you're stuck between two bad options: keep something that's costing you, or throw away recognition you spent years building.
There's a third option, and it's the one I do most often.
What you get
What a redesign includes
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An audit of the existing mark: what's working, what's failing, and why
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Two to three redesign directions: ranging from light refresh to fuller rework
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Side-by-side before-and-after comparisons so you can see the change honestly
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The final mark in vector source files: AI, SVG and EPS
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High-resolution PNG and JPG exports for web and print
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Full color, single color, and reversed versions
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A transition plan: what to update first, and what can wait until it needs replacing anyway
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Two rounds of revisions
Is a redesign the right move?
A good fit if
Customers recognize your mark and you don't want to lose that
The logo won't work in one color, at small sizes, or on embroidery
Your business has changed and the mark hasn't caught up
It was drawn in raster and nobody can find a vector file
You have signage, vehicles, or printed stock you can't replace all at once
Probably not a fit if
Nobody recognizes the current mark yet. You're better off starting clean
You want the same logo in a different color. That's a file request, not a project
What you actually need is a full system: colors, type, templates. That's branding
The problem is your name rather than your mark. Fix that first.
How it works
Two to four weeks start to finish, depending on how quickly feedback comes back.
01
Audit
I look at everything the current mark touches - signage, vehicles, packaging, socials, print. Half the brief comes from finding out where it's already breaking.
02
Decide how far to go
The most important conversation in the project. A light refresh keeps recognition intact. A fuller rework buys more freedom. I'll show you both and be honest about the trade-off.
03
Directions
Two to three options, always with a before-and-after so you can judge the actual change rather than the idea of it.
04
Refinement and rollout
Two rounds, then final files plus a transition plan so you're not paying to replace everything in one month.
Less than starting from scratch, because the strategic groundwork is already done - your customers have told you what's worth keeping. If the redesign grows into a full identity with color, typography and guidelines, that's $1,320 - $2,750. You get a fixed number in writing before anything starts.
That's the whole discipline of a redesign, and it's a decision we make together rather than something I impose. Usually the answer is to keep the one or two elements people actually remember. Often this is a color or a shape, rarely the typeface. I rebuild everything around them. If a mark has genuine recognition, throwing it away is the expensive option.
How do I know if I need a redesign or a whole new logo?
Ask whether anyone would miss the current mark. If your customers could describe it from memory, redesign. If they couldn't pick it out of three options, you have nothing to protect and starting fresh is cheaper and better.
Do I have to replace all my signage at once?
No, and I'd advise against it. The final files come with a transition plan. I suggest digital first because it's free, then print stock as it runs out, then signage and vehicles when they need replacing anyway. Most businesses spread it over a year.
What if the original designer still owns the files?
Common, and awkward. Bring whatever you have, including photographs of signage. I can rebuild a mark from a good photo. Just be clear with me about what you do and don't have the rights to, so we're building on solid ground.
Can you work from a logo nobody has the vector file for?
Yes. Redrawing a raster logo as clean vector is routine, and it's often the first thing a redesign fixes.
Ready to fix it without starting over?
Send me a photo of the current mark and tell me where it’s causing problems. I’ll tell you honestly whether it needs a refresh, a rebuild, or nothing at all. Logo redesigns for businesses across Tacoma and the South Sound.
