Have you ever landed an exciting project, only to discover the company’s logo is a disaster?
You’re tasked with designing and developing a new website, for example, and you realize the logo is going to ruin the whole thing. Why? Because it’s just plain awful.
The truth is, if we can understand the reasons why a big company is likely to hit us with a hard “no,” we might just find a way in—a chance to persuade them otherwise.
In this article, we’ll explore why companies are so resistant to changing their logo, the most common objections, and how to address them.
Why is it so hard for companies to accept a logo redesign?
“My logo is great and doesn’t need any changes”
When it comes down to personal taste, you’re up against a tough wall.
Often, even those leading the company or heading up marketing lack a real sense of graphic design, branding, or logo aesthetics.
So, you need to tread carefully—this is tricky territory. Losing a major project over a minor sticking point is a shame. Sometimes, it’s best to close the deal first and, once the project is underway, gently raise the question: “So, what should we do about this?”—all in client-friendly language, of course.
Roll up your sleeves: take their existing logo and run a thorough audit.
- Competitor analysis
- Company analysis
- Market analysis
- Logo analysis
Present your findings to the client, highlighting the aesthetic and strategic needs of their logo. From there, the responsibility for sticking with the current logo is theirs.
“We don’t have the budget for a new logo”
Another common objection is the ever-present budget excuse.
This can go either way—maybe they genuinely don’t have the funds, or maybe they’re just stalling instead of giving a straight “no.”
Either way, it’s up to us to explain the value of an updated image.
It’s a simple investment case: invest in your brand image, gain visibility, and from there, recoup your investment and see real returns.
“I’m afraid”
Fear is irrational, so we need to handle this one with care.
We can’t dismiss a company’s fear that a change might make things worse, or that customers might stop recognizing the brand if the old, familiar (even if unattractive) logo disappears.
We have to put ourselves in their shoes, show that we’re listening, that we understand their concerns and fears.
Once they feel heard and start to relax, we can help them see that the real risk is sticking with that outdated logo.
Conclusions:
Now we know the main reasons why big companies resist changing their old logos—and we have some strategies for responding to those objections.
In business, being quick on your feet is the difference between winning and losing. It’s an evolutionary trait that’s still very much with us.
References:
The images in this article are inspired by classic films: the first is from David Lynch’s “The Elephant Man” (1980), followed by “Hobo with a Shotgun,” and “Creature from the Black Lagoon.”