What is a logo refresh?
A logo refresh – is more along the lines of retaining much of the original character of a logo than a total redesign.
A logo refresh maintains some of the elements about a logo that made it successful in the first place, but may change subtle to not-so-subtle elements in an effort to modernize it and bring it into the current style. Ideally, not in a ‘trendy’ way but in a way that’s appears both established and relevant to the current aesthetic.
Examples:
Netflix decided to simplify their brand, partly it seems so that it would transfer to more devices without appearing different from device to device. Strangely enough, the simpler the logo – the more it seems the logo can transfer from application to application and retainer the character of the original.