Thinking about a new logo? Not so fast.

We’ve seen some companies jump into logo redesign too quickly, only to end up with a logo that’s really no better than the existing mark.

So how do you ensure you get a logo that works? It starts with a clear understanding of your brand.

Every company should have a universal definition of its position and core promise. Likewise, your company should have an established framework for your brand’s presentation. What does it look like and sound like? What words, colors, typefaces and images best portray the essence of your company?

If you have this kind of framework for presenting your brand, by all means, keep it close by when you redesign a logo. If you don’t have a brand framework, then use the logo redesign project as an opportunity to do more than create a new mark. Defining your brand will help you create a logo that truly represents your company. And it will have benefits that reach far beyond the mark itself, bringing clarity and consistency to all your marketing and branding efforts.

And if you decide that you really do need a new logo, check out POV’s Logo Design FAQ. You can also read Bob Kadrie’s recommendations for logo redesign in the Atlanta Business Chronicle's "60-second strategist."