Sometimes the logo really is outdated. Sometimes it doesn’t reproduce well. Sometimes it no longer reflects who the company has become. But more often than not, the logo isn’t the problem. It’s simply the most visible symptom of a much bigger one.

When a company says they need a new logo, what they often need is a clearer understanding of who they are, what makes them different, and why customers should choose them over everyone else.

That’s branding. The logo is simply one expression of it.