In marketing and design, we are often asked as part of an basement our opinions on client's current marketing. Usually at this point our clients realize that something isn't working, and that something needs to be changed. What stays, what goes, and what evolves is part of the conversation.
And we are honest. Sometimes it's easy. An identity designed during a period of time, that fell into trends, because "everyone else was doing it" is easy. If you don't believe me, think of the 90s and all those swishes in logos out there. Now, great marks can last a long time. Think CBS, Nike, IBM, Apple. But even those evolve at some point to reflect the current times and positioning of the companies. Things change. Evolve. What worked at one point may not be working now.
Which is why I'm saying: cut the____. What do you have that doesn't serve a purpose? What can you get rid of or change that will make a difference? Maybe it's a small change. Something that will take you in a new direction. Maybe it's big. But ask yourself this: what is there to loose?