Woohoo! You’ve got a new logo you love and can’t wait to show off. Now what?

If you haven’t already, it’s time to create a rollout plan

Have a

1. Make a List

Identifying all the places your logo shows up can feel overwhelming, but being methodical will ensure your old logo doesn’t hang out there a moment longer than it needs to. It also ensures your logo is consistent across all brand touchpoints.

Download our Logo Rollout Checklist to get started.

2. Set your pace

Some businesses gradually phase in their new logo over a period of time, usually to use up existing assets like business cards, letterhead, or brochures. Others seem to implement their new logo overnight. Either approach can be effective, but only you can decide which is best for your organization.

3. Create a communications strategy

Here is a simple communications strategy for debuting your new look:

  1. Roll our your new logo internally and go over logo guidelines with your staff. If they weren’t involved in the process, explain why you changed your logo.
  2. Send out an official email blast to customers, vendors, and partners.
  3. Repurpose the content for your blog.
  4. Announce your logo on social media with a link back to your blog post.
  5. Make an announcement on your homepage or add a simple message to your footer. (But, don’t forget to remove these messages after a pre-determined amount of time.)
  6. For a broader impact, consider sending a press release to trade or business journals


4. Craft Your Messages

Now that you know to whom and how you’re communicating, it’s time to craft your messages to your internal and external audiences.

Include a powerful positioning statement to reassure customers about your continuity while reinforcing your values and mission.

Stay focused on the reader. They probably don’t need or want to know why you decided to change colors or fonts, or why your logomark is different. They want to be reassured that they can expect to receive the same (or better) service or product from your company. Be aspirational in your messaging, rather than defensive.

5. Execute your plan

If you don’t have the internal staff or resources to execute your plan in-house, many freelancers or agencies can help—from crafting your message to updating your digital and print assets with your new logo. Be sure you understand exactly what they’re going to do and by when, and how much it’s going to cost.