To Refresh a Logo, or not? That is the question.

A client recently asked us, “Should I update my logo, even if no one has complained about it?” In short, YES! If you feel that your logo needs to be updated then let’s do it. Maybe your colors can be brightened or font modernized. A small tweak may make a big difference. Not all logo updates need to be a complete re-design, you might just “spring clean it”.


Updating your logo is a self-reflection and decision to polish up a bit. This doesn’t change the excellent service they receive, in fact it should serve as a reminder of your excellent service. Ideally your clients will feel inclined to forward along your updated marketing collateral or web link; that is your new logo expanding your reach.

Think of Coca-cola; one of the world’s most recognizable logos has seen several iterations through the years. So many that they’ve actually documented its development over the years. You can read about it here.

Take a look at your current logo and forget all that you know about your brand. Clear your mind, blink twice then look at your logo with fresh eyes.  Even if you designed this logo yourself and you absolutely love it, you can’t think, “gosh, I love my logo.” Think from the perspective of someone who knows nothing about your business. As a new consumer, can you see what your company offers? What elements can make it more clear?


When you redesign, Send out an e-blast and social media campaign to announce your new logo. Make a big deal about it because it is a big deal. Your logo is the symbol of your organization. It should be able to stand alone and proudly represent what you stand for. Imagine the City Commissioner shining your logo into the night sky, calling for your service. Is your current logo what you want the world to see?  If, yes then wonderful! If not then it’s time for a change.

#LOVELOFT Event on Michigan Ave.

Our New York based client gave us the honor of shooting their #Lovefoft Event on Michigan Avenue. This event featured renowned artist & illustrator Chris Uphues as he painted the walls with his charismatic heart illustrations. We captured this event and it’s patrons as well as photographing the exterior and interiors of the Monroe Ave. and Michigan Ave. LOFT locations.

2015 Graphic Design USA

In 2015, The Lemon Ad Stand was awarded a Package Design Award from Graphic Design USA, in recognition of the unique packaging created for local Chicago realtor, Iris Ade.

Iris had requested a personalized package for a recent client who was selling a home they had lived in for over 20 years.  The custom made package was printed with Iris Ade’s custom logo and included a custom made photo book, featuring images of the home being sold as a keepsake for the family selling the home.