Fantasy Kitchens, a kitchen remodeler on the North Carolina coast, told us they had changed their business name to Fantasy Kitchens & Custom Woodwork. New name, new sign going up, and a website still wearing the old one. The only logo art anywhere, on the server or in anyone’s files, was a small PNG about 300 pixels wide. No vector file. No source. The sign maker had worked from the same thing.
This is more common than anyone admits. Logos get made once, years ago, by someone who is gone, and the editable file goes with them. When the name changes, the website needs a new mark and there is nothing to start from.
Rebuild it from the best source you have
We rebuilt the mark from scratch at high resolution, matching the old typography, so it would print clean and look sharp on any screen. Then the client sent a photo of the sign maker’s rendering of the new sign, and that became the source of truth. The logo was rebuilt again, this time from the sign: same letterforms, the sign’s prismatic gold flattened to a gold that reads on a screen, background knocked out so it sits on any page.
By evening the new logo was live in the website header, the site title and name were updated everywhere they appeared, the cache was cleared, and every page was checked. Same day. No charge. A proposal we had sent them weeks earlier was sitting unanswered at the time, and this was not part of it. It was just the right thing to do for a client whose name had changed.
The next morning, the client’s new partner booked a call about that proposal. By that afternoon, a revised program was approved.
When a business name changes, the logo is the easy part
The mark is what everyone thinks of. The rest is where old names hide:
- The site title and tagline, which show in browser tabs and search results.
- Image alt text and file names that still say the old name.
- The footer, the contact page, the about page.
- The structured data that tells Google your business name.
- Your Google Business Profile and every directory that lists you.
- Email signatures and the “from” name on your outgoing mail.
We sweep all of it when a name changes, because a website that says two different names is telling Google and your customers the same confusing thing. If your logo file is small and your name is about to change, send us the best photo you have of the new sign. That is usually enough to start.