Direct Answer
Do not approve a logo redesign until the new mark is as recognizable as the current one at favicon, phone, signage, invoice, profile-photo, and distance scale. If buyers cannot identify it quickly, adjust or stop.
Decision Context
A cleaner logo can make the brand harder to find.
Teams often judge logos at presentation size. Customers meet them smaller, faster, and beside competitors.
The test is not whether the new logo looks more modern. The test is whether customers can still identify the brand when attention is weak.
The old logo may be ugly and still useful. Preserve the part that carries recognition before cleaning the system.
Mini Check
Test the mark on real surfaces.
Run the logo in the places where customers actually meet it. Do not stop at the presentation slide.
01
Favicon
Does the mark survive at browser-tab and app-tile size?
What to prove
If it becomes a blur, adjust.
02
Distance
Can a buyer identify it across a room, street, shelf, truck door, or sign?
What to prove
Use the squint test.
03
Competitors
Does the mark become more or less distinct beside competitors?
What to prove
Test it in a row, not alone.
04
Continuity
What part of the old mark carries memory into the new one?
What to prove
Name the bridge cue.
05
Use case
Which surface matters most: store sign, package, website, proposal, uniform, vehicle, or app?
What to prove
Judge the logo where the money is earned.
Logo Redesign Checklist FAQ
How do I test a logo redesign?
Test it at small size, distance, speed, and beside competitors. Then ask whether buyers still identify the brand within a few seconds.
What is the squint test?
The squint test asks whether the new logo is still identifiable when attention is weak and detail is reduced.
When should a logo redesign stop?
Stop when the new mark removes the cue customers use to find, remember, trust, or choose the brand.