Toptal

Logo redesigns are a lot like a tightrope act—on a windy day, in a pouring rain, no nifty balancing pole or safety net below. The risks are high, and the margin for error is thin. What’s at stake?

Confusion.

Outrage.

Social media “shame-on-you”s.

We form deep, emotional ties with logos. The shock of change has the power to trigger a disproportionate reaction regardless of a redesign’s quality.

Social media logo reviews can be brutal. Studies show that people with a strong sense of commitment to a brand are also more likely to react negatively to a logo redesign. (Penn State University)

Sometimes, a new logo is an obvious step in the wrong direction. Maybe it’s lacking character or misrepresents the mood of the brand. Other times, a redesign is a definite upgrade, but because it’s different, it takes a while to win us over.

Either way, there are lessons

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