But knowing when to take that leap can be difficult—should you rebrand, redesign, or simply refresh?

In this article, we’ll explore the key differences between these three strategies, highlight when each makes sense, and break down the reasons behind them, offering insight into how businesses can decide the best path forward to maintain or regain their competitive edge.

noRebranding

What is a rebrand?

Rebranding is often an overused term, but in its truest form, it represents a complete transformation of how a brand is perceived.

It’s more than just updating a logo or selecting new colors—it’s a complete reset. A rebrand starts with rethinking the core brand proposition, and everything else, like the name, logo, typography, colors, and visual style, follows that shift.

The real challenge lies in communicating this change effectively and maintaining consistency across all brand touchpoints.

When is it time for a rebrand?

Objective reasons for rebranding

Sometimes, a rebrand isn’t really a choice, it’s a necessity. Changes within a company can make it impossible to keep the same brand identity. Some common reasons include:

Mergers and acquisitions – When two companies become one, they often need a new brand that reflects their combined identity.
Ownership changes – A shift in leadership or investors might call for a fresh start.
Legal or regulatory Issues – Whether it’s a trademark conflict or new industry rules, sometimes companies have to rebrand to stay compliant.

Marketing-driven reasons for rebranding

Even when there’s no external pressure to change, companies may still choose to rebrand to stay relevant. Some of the biggest marketing-driven reasons include:

Adjusting brand architecture – As businesses grow, they may need to reorganize their brands for clarity.
Expanding into new markets – A company that starts selling to a new audience may need a brand that resonates better with them.
Refreshing brand perception – If a company’s image feels outdated or no longer connects with its audience, a rebrand can help modernize it.
Standing out from competitors – When the market gets crowded, rebranding can be a way to differentiate from the competition.
Scaling up – A brand that worked for a startup might not fit as the company grows into an industry leader.
Strategic repositioning – Sometimes, brands realize their messaging is off, and a rebrand helps refine how they communicate their value.

Subjective reasons for rebranding

Not all rebrands are purely strategic; some are influenced by personal or public perception. These are some of the more subjective reasons a company might change its identity:

Reputation management – If a brand has taken a hit in public opinion, rebranding can be a way to rebuild trust.
Public or cultural pressure – Consumer expectations shift, and brands sometimes need to evolve to stay in tune with societal changes.
Leadership preferences – Sometimes, a new CEO or owner simply wants to put their own stamp on the company.

Examples of a rebrand

Facebook to Meta

A great example of a rebrand due to a change in ownership is Facebook’s shift to Meta in 2021. Mark Zuckerberg announced the change to reflect the company’s new focus on the metaverse, signaling a shift beyond social media.

The new name, logo, and visual identity helped reposition Meta with its goals in virtual reality.

Jaguar

Jaguar’s recent rebrand shows how a company can reposition itself in an effort to stay relevant. The goal was to appeal to a new, younger audience while still holding onto the luxury and elegance the brand is known for.

With a fresh logo and updated visuals, the rebrand reflects Jaguar’s shift toward electric vehicles and eco-friendly performance.

The Indians to The Guardians

The Cleveland Indians’ rebrand to the Guardians highlights how cultural pressure can lead to change. In 2021, the team changed its name following growing criticism over its use of a racially insensitive term.

The new name, inspired by local landmarks, and refreshed visual identity reflected a commitment to inclusivity and marked a respectful step forward for the team and its community.

What is a brand redesign?

A brand’s visual identity isn’t set in stone. Over time, businesses evolve, markets shift, and customer expectations change.

That’s where a brand redesign comes in. Not a full rebrand, but a thoughtful refresh to keep your brand relevant and impactful.

It’s a brand transformation, a modernization—a significant shift in visuals and messaging that realigns your brand with its evolving meaning and audience.

When is it time for a brand redesign?

Objective reasons for a brand redesign

Sometimes, external or internal changes make it necessary for a company to update its brand identity. Objective reasons for a redesign include:

Adding an owner to the logo – When there is a new owner or leadership, the logo may need to reflect this change.
Legal circumstances – Issues like trademark conflicts or new legal requirements can prompt a redesign to ensure compliance.
Brand architecture change – As a company evolves, it might need a redesigned identity to match its new structure or organizational changes.
Product line expansion – When a company expands its product offerings, its design might need an update to better reflect this broader range.
Co-branding – Partnerships with other brands often require a redesigned logo to reflect the joint identity.

Marketing-driven reasons for a brand redesign

Even without external pressures, companies may decide to redesign their brand to stay fresh, relevant, and competitive. Some key marketing-driven reasons include:

Outdated brand appearance – If the brand starts to feel stale or disconnected from the target audience, a redesign can help bring it up to date.
Product or market transformation – If a company shifts its product focus or enters a new market, its brand might need a redesign to align with these changes.
Better alignment with brand positioning – When a company’s visual identity doesn’t match its current positioning or messaging, a redesign can help ensure consistency.
Modification of brand symbols – Sometimes a brand needs to tweak or change its symbols, typography, or other design elements to communicate more clearly.
Strengthening a specific logo element – Focusing on a key part of the logo or design can reinforce the brand’s core message or values.
Improving customer experience – A fresh redesign can improve how customers perceive and engage with the brand, enhancing their overall experience.
Response to competition – As the market grows and competition intensifies, a redesign can help the brand stand out and differentiate itself.

Subjective reasons for a brand redesign

Not every redesign is driven by practical reasons—some are influenced by personal or cultural shifts. These more subjective reasons might include:

Corporate culture transformation – A shift in internal values or company culture may prompt a redesign to reflect this new identity.
Temporary logo change for a campaign – A company may choose to redesign its logo temporarily to align with a specific campaign or seasonal initiative.
Logo adaptation for merchandising – If the brand is expanding into merchandise or new product categories, the logo might need to be adapted to suit these new uses.
Change in visual style as part of a brand PR campaign – A redesign might be part of a larger effort to reshape public perception or enhance the brand’s image through PR.
Enforcing personal preference – Sometimes a new leader or decision-maker may want to put their own mark on the company, driving a redesign based on their personal vision.

Examples of a brand redesign

Kia

Kia’s recent brand redesign aimed for a distinctive, modern look. The sleek, connected-letter logo signaled the company’s transformation into a forward-thinking, innovative brand.

While the new design positioned Kia as premium and future-focused, some initially misread the logo as “KN,” causing confusion. Despite the risk, the redesign reinforced Kia’s shift toward electric mobility and cutting-edge design.

Burger King

Burger King’s 2021 redesign brought back a nostalgic look inspired by its classic ‘70s and ‘80s branding. The bold, retro-inspired design, featuring warm colors and playful typography, better reflected its flame-grilled heritage.

The goal was to make the brand feel more authentic and in tune with its real-food positioning, reinforcing its identity in a way that was both familiar and fresh.

Gap

Gap’s 2010 redesign was a lesson in why brand identity matters. The company swapped its iconic blue box logo for a minimalist design, hoping to appear more modern.

Instead, it backfired—customers felt it was generic and lacked the character of the original.

Just six days later, Gap reversed the change, proving that a redesign isn’t just about looking new...it has to feel right to the people who love the brand!

Brand refresh

What is a brand refresh?

A brand refresh is often a subtle but impactful way to give a company’s identity a lift without making major changes.

It’s essentially a brand update—a qualitative step that fine-tunes visual elements while keeping the core identity intact. It typically involves tweaking the look and feel to keep the brand fresh, relevant, and functional.

When is it time for a brand refresh?

Functional reasons for a brand refresh

A brand refresh can be driven by practical factors, from the way a logo performs to how it adapts to new formats or technologies. Some of the most common functional reasons include:

Removing weaknesses – If a brand’s current design doesn’t scale well or is hard to read in small sizes, a refresh can improve its clarity and impact.
New technologies – As technology advances, a brand may need a refresh to ensure it works well across new digital platforms, apps, or devices.
Technological limitations – If a previous logo or design didn’t work well with certain formats or tech, a refresh can fix these issues.
New roles – When a brand enters new partnerships or collaborations, a refresh may be needed to incorporate co-branding elements.
New formats – With the rise of digital media, brands may need to adapt their designs for animation, jingles, or 3D formats.
Cost reduction – A refresh could also be part of a strategy to reduce production costs, such as updating licenses or simplifying design elements.
Access to better graphic designers and suppliers – As companies grow and evolve, they may have access to better design resources, making it a good time to refresh the look with higher-quality visuals.
Playful adjustments of symbols – Refreshing elements of the design for specific applications like packaging, social media, or ads can keep the brand fun and engaging.
Seasonal logo change – A refresh might involve making temporary, seasonal changes to the logo, offering a new look for different times of the year.
Logo change as an impulse – A refresh can serve as a PR tactic, inspiring the company, its partners, and the public with a small update to energize the brand.

Aesthetic reasons for a brand refresh

Sometimes, a refresh is driven by a desire to enhance the brand’s appearance or keep it in line with evolving design trends. Some aesthetic reasons include:

Slight update of details – A small update to color shades, shapes, or design elements can help modernize a brand without losing its core identity.
Following/removing trends – As design trends shift, a refresh may involve incorporating contemporary elements or removing outdated ones to stay current.
Personal preferences of owners, marketing, or designers – A refresh can be a way for new leadership or a fresh team to put their stamp on the brand, making minor changes that reflect their vision or aesthetic preferences.

Examples of a brand refresh

Walmart

In 2008, Walmart refreshed its brand with a softer, more approachable look. The update featured a friendlier font, a bright yellow spark symbol, and a shift to a lighter blue, moving away from the bold, all-caps logo.

This change reflected Walmart’s evolving focus on a modern, customer-friendly shopping experience, while still emphasizing its core promise of affordability.

Volkswagen

Volkswagen’s 2019 refresh embraced simplicity, moving away from its glossy, 3D-styled logo to a flat, minimalistic design. The updated logo featured a thinner typeface and a sleek, two-dimensional look, making it more versatile for digital use.

This shift signaled Volkswagen’s move toward a more modern, electric-focused future while staying true to its iconic heritage.

Messenger

Messenger’s brand refresh focused on a more vibrant and dynamic look. The logo transitioned from its classic blue to a gradient of purple, pink, and blue, aligning more closely with Instagram’s aesthetic.

The background and UI also got subtle refinements, making the app feel fresher and more modern while keeping its core functionality intact.

How to know whether to rebrand, redesign, or refresh

This chart helps determine whether a full rebrand, a redesign, or a simple refresh is needed based on brand perception and visual identity.

If the brand proposition is weak and emotional connections are negative, a rebrand is the way forward.

When the brand itself is strong but the visual identity falls flat, a redesign can realign it with audience expectations.

A refresh is best when the brand resonates well, but the design could use a modern touch.

And if everything works? No changes needed.

Final thoughts

Rebranding, redesigning, or refreshing your brand is a significant decision, but it’s one that can pay off in spades when executed thoughtfully.

Whether it’s to address external pressures, enhance marketing efforts, or align with evolving market demands, each of these strategies can help your business stay relevant and impactful.

The key is to understand your goals, your audience, and the timing that works best for your company. By making the right choice, you can ensure that your brand continues to resonate and grow in an ever-changing landscape.

This article was co-authored with Lumír Kajnar, Idea Designer & Brand Architect.

Is it time for a rebrand, redesign, or refresh?