Logo Rebranding: How to Prepare

When it comes to the artistic direction for your brand identity, I usually start with the logoโคthe most important visual asset you’ll own.

Josiah Jost has designed over 800 logos. We’ve been collaborating since 2009, and challenged ourselves:

  • What should you know when preparing for a new logo?
  • And can we boil that down to 10 minutes?

โš ๏ธ Warning: vlog goes full Canadian ๐Ÿฆซ

Video + comments on LinkedIn


0:25 logo expert intro: Josiah Jost

Logo Exploration

1:03 ๐Ÿ‡จ๐Ÿ‡ฆ The Maple Leaf, a new identity
1:54 ๐Ÿฉ Tim Hortons, logo refresh
2:38 ๐Ÿ’ Vancouver Canucks, logo rebrand

Logo Anatomy

3:37 three types of logos
4:00 typography choices
4:17 colour + contrast

Logo Examples

4:48 mid-size
5:56 scale-up
6:48 personal brand
7:41 studio brand

Working w/ Creatives

8:17 process
8:49 timings

There are many *great* branding studios. Find one with the right chemistry.

So, if you’re a scale-up or midsize b2b planning a logo rebrand or refreshโ€”let’s riff. We might be a match. ๐Ÿ‘‹ Filip

Why do you need a logo brief?

When you ask a branding agency, studio, or specialist to turn your business vision into a logo, you’ll want to summarise things down to one page to get the right scope.

No PDF or email is perfect for every situation; this guide prioritises the six considerations we’ve stress-tested across all types of brand architecture (mostly in b2b).

โš ๏ธ Logos should not be created in a vacuum; they work in tandem with other brand assets as the centrepiece.


  • Logo Beginnings by TASCHEN Books ๐Ÿ‘ˆ great source for inspiration
  • Lufthansa and Graphic Design ๐Ÿ‘ˆ beautiful corporate design manual from 1963
  • ๐Ÿ‘ˆ 2018 documentary on Canada’s branding
  • Logo Design Love ๐Ÿ‘ˆ popular guide to logo creation (Josiah features)


Next up

  • Style 5/5 (early 2023)

In the future we’ll also cover:

  • logo architecture (+sub-branding)
  • applications (digital & physical)
  • ident (logo motion & sound)
  • IP & trademark requirements
Mildly entertaining rebranding frameworks to share with your team.
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