What is rebranding?
Rebranding means updating an existing brand's appearance, its story, or both. The scope varies: sometimes only the logo is simplified, sometimes everything including the name changes. The goal is usually the same — to describe the brand as it is today.
When is rebranding needed?
- The brand grew, the logo didn't: the company matured but the look didn't
- The audience changed: from local market to export, from reselling to your own brand
- Materials drifted apart: every document uses a different font and colour
- Structure changed: merger, partnership, umbrella brand
- Technical limits: the logo breaks at small sizes or has no vector source
Full change or a refresh?
Recognition is the measure. If customers recognise you by a colour, a letter or a mark, keeping it is usually right — this is evolutionary rebranding. If recognition is already low, a more radical change can make sense.
How does it work?
Share your current logo and materials in the brief, and state what to keep and what to change. Designers submit refresh directions; you comment, direct and shortlist. Source files and copyright transfer to you for the work you choose.
