How long have you had your current logo? Does it still reflect the culture of your organization? Does it still reflect the promise of your brand? Is it time to recreate it? Time for a logo update?
Remember: Reinventing yourself is a marketable event, which—if it's done well—can help you shed some negative feelings or associations your brand might have picked up along the way. If you have been in business for a while, updating your logo with an appropriate amount of buzz can help to breathe fresh air into your marketing.
Additionally, remember to present your final few logo designs to your key stakeholders and engage them in the process. This can be a simple poll that asks, "Which do you like best? Why?" or "Which do you feel best reflects our personality? Why?" Getting that feedback will be illuminating, to say the least.