Virtually every party in Western Europe has a logo which acts as an overall heuristic for the party’s brand. Parties regularly update their logos by changing the logo colors, fonts, or overall image. However, we currently lack a comprehensive understanding of what explains these changes and how they might vary across time, party type, party size, and party family. In this project, we seek to fill this gap and undertake the first cross-national longitudinal analysis of party logo changes. To do so, we use a new original dataset of party logo changes from 18 Western European countries spanning 1980-2022. We posit that a party’s decision to change its logo can be explained by several factors, including the aforementioned party characteristics, vote loss, leader change, changes in the party system, and contextual factors. We generally find support for these hypotheses, with leader change and vote loss having the strongest predictive effects. These findings have important implications for our understanding of how parties see their logos as part of their brand and under what conditions they believe it is necessary to change them.