Don’t Change Your Logo (Unless...)
Here’s a line we’ve used more than once in boardrooms:
“Don’t change your logo. Unless you mean it.”
Too many clubs treat rebranding like redecorating.
A new font. A fresh color. Something that “feels more modern.”
But a new logo won’t fix a tired story.
It won’t clarify your positioning.
And it definitely won’t give your club more personality, meaning, or momentum.
Changing your logo is like changing your name.
You only do it when the story underneath has evolved.
When the club’s identity has shifted.
When the market has changed.
When your members have outgrown the container you put them in decades ago.
Otherwise, you're just repainting the sign.
So here’s our take:
Don’t change your logo unless…
- Your audience has changed
- Your value proposition has changed
- Your name no longer reflects who you are
- You’re moving from tradition to innovation (or vice versa)
- You’re unifying fractured sub-brands
- You’ve outgrown the assumptions that came with your current mark
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But if none of those things are true?
Then maybe the logo isn’t the problem.
Maybe what you need is better messaging.
Clearer storytelling.
A stronger content strategy.
Photography that reflects your culture.
Design that elevates — not erases — your heritage.
Your logo is a symbol.
It should carry weight.
But it only works when it stands for something members already believe.
A new logo might feel exciting for a few weeks.
But unless it’s backed by a deeper shift,
You didn’t rebrand. You just re-decorated.
Until next Monday,
