Is your logo equipped enough to attract new prospect clients or customers?

I am here to discuss the re-designing of a company’s exiting logo which was designed years back when the company started. I am here to talk about evolution of “LOGO DESIGN” with the new trends. First and foremost, the logo is a very important part of company’s identity (I am not going to dig into the logo design importance in this article; rather I want to focus on the idea of re-designing of a company’s old logo).

Imagine, a company started more than 4 decades ago with a mission to deliver packages from one place to another in a fancy box tied with strings around it and they showed the same idea in their logo design to clearly represent about what they do. You probably have gotten the idea about the company I am talking about. Yes, I am talking about UPS. Its old logo was designed by Paul Rand back in 1961. It was the time when they used strings to tie the box. But, now when the packaging style is totally changed, no strings are used to tie the package, and most of all UPS expanded its services. Now UPS doesn’t only deliver packages, but it deals in other global transportation services, business solutions to ship your product right at the customer’s doorstep, and other related services. Therefore, they needed a new logo which not only focuses on ONE idea but rather cater to wide range of services offered by the company and to appeal to mindset of the info-tech generation.

UPS old and new logo

Other few examples can be Kodak, Lucent Technologies, AT&T, and AIWA.

Kodak Logo, AIWA Logo and AT&T Logo

A question arises how do you know when its time to re-design?

Its simple! You can evaluate yourself if your company logo needs a fresher look by checking the points below:

1- Does your logo stand well with the current trend?

2- Does your logo still show the company’s trait or extended services?

3- Does your logo really stand-out in when put among other competitors’ logo?

4- Does your logo make a good impression when used in electronic mediums (eg. TV commercial, website etc.)

This article is written by Shamoon Altaf from