FreelanceSwitch, a blog dedicated to helping freelancers improve their businesses, has an in-depth interview with Jeff Fisher, author of the HOW book Identity Crisis!.

Designers are constantly facing the challenges of recreating, revamping or re-energizing existing business or organization identities. The process can be much more intense than creating a new business image from scratch. When taking on such a redesign effort, I always suggest that designers consider the historical aspects of the existing logo; give thought to the emotional attachment of owners, employees and the customer base; and determine if existing design elements are appropriate to include in the new identity as part of a seemingly natural design evolution. The first thing I usually say to a designer about such projects is “Never tell your client their logo sucks.” If you make that statement you can be assured that the logo was created by the client, their spouse, their child, or the kid next door—and your potential business relationship with that client is already damaged.

Posted by Megan