Stumbled on a stat that 90% of brand logos get redesigned within 2 years

I was reading a design blog last night and found out that almost 9 out of 10 companies change their logo within two years of launching. That blew my mind because I always thought big brands stuck with their look for decades. The article said most of those changes happen because the original designer rushed it or the company grew faster than expected. I guess it makes sense for small businesses trying to find their footing. Has anyone here seen a brand actually nail their logo on the first try?

2 comments

2 Comments

wendy_bell831mo ago

Does the article mention what they count as a "logo redesign"? Because if a small business updates their fonts or tweaks the colors to work better on a website, that feels different than completely scrapping and starting over. I've seen plenty of local shops keep the same basic mark for years and just clean it up here and there. So I'd push back on the idea that most companies fail to nail it first try. Sometimes a logo just needs a small refresh, not a full do-over.

nathan1931mo ago

Huh, yeah that's a fair point honestly. But I think the article was talking about the big name companies that pay agencies millions to redesign their whole identity, not just a small biz tweaking their font for better readability. Those local shops you're talking about are probably doing what I'd call a refresh or an update, not a full logo redesign. The number they're throwing around like 80% fails first try probably includes everything from a slight color shift to a full rebrand, which kinda muddies the waters. Still, I'd bet even small tweaks end up getting reverted or changed again within a year or two more often than people admit.