A rose by any other name, right? Not if that name doesn’t come with a great logo. This visual representation of your company showcases your unique identity to potential customers and fans. It also strengthens customer commitment and can even impact company performance.

A recent analysis of 13 major brands, from their inception to 2016, offers marketers some interesting insights into how logo changes tie into company earnings. On one side of the spectrum, we have Levi’s, which hasn’t changed its logo since 1936. On the other, we have Amazon, which likes to change it up about every three years.

While there’s no scientific correlation between changing logos and revenue, there’s value in building and nurturing an iconic brand.

Is it time to change your logo? Consider change when:

• You’re out of step with design trends. Even novices can spot stale design.
• Your logo is too complex, which doesn’t translate well for web and mobile.
• Your company is evolving. You may be merging, expanding product offerings, shifting direction – or even distancing from past associations with your brand.
• You’re going global and need a logo that’s more visual than language-based.

• Wordless logos require shorter recall time for customers with short attention spans. Consumers also find them more personal and less corporate. They’re also easier to read on digital platforms.
• Consider your customer’s attachment to your current logo. Is it strong enough that a redesign could actually hurt sales?
• Get a second opinion, and a third. Ask focus groups before you launch a redesign to avoid being mocked or criticized on social media – or alienating loyal customers.
• Be individual. If your new logo resembles any other known design, you may be facing charges of plagiarism.