To re-brand or not to re-brand that is the critical question
Never change your existing brand image unless there is a strong reason to do so. Being old is not a good enough reason. The Coca Cola logo, designed by Frank Mason Robinson, has barely changed since 1885; anyone who hints at changing it is immediately taken outside and shot.
Locked up inside that little logo of yours are all kinds messages about your business that you have built up, possibly over many years. In the minds of your existing customers perhaps that old logo of yours says ‘reliability’, ‘dependability’, ‘experience’. Don’t mess with it unless you know exactly why you are messing with it.
On the other hand if your logo, or any part of your full brand identity, has developed negative associations or is no longer projecting your desired values, then change it with all due haste.
With all due haste Design Jazz has re-branded (actually it took about 12 months). The King is dead, long live the King.