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Do You Really Need a Rebrand?
Not always. And not completely.
Sometimes a brand refresh like evolving your logo, updating the visual system, and refining messaging is exactly what’s needed. Other times, your core identity is strong and relevant, and the smartest move is to build on that equity rather than start over.
Years ago, my previous company, what2design, was in a discovery meeting about a website project for a major historical institution in Chicago. Midway through the conversation, the client mentioned budget concerns and casually floated the idea of redoing their logo. I’m pretty sure my eyes bulged like a cartoon character, but there were also alarm bells going off.
This was a once-in-a-lifetime opportunity for us, but instead of jumping into sales mode, my business partner and I hit pause. We talked through what a rebrand would really mean, even if it just started with as an update to the logo. This was a logo that had been literally etched in stone and brass versions welded to doorways. Replacing it would require new signage, redesigned collateral, and substantial budget, not to mention the risk of diluting decades of brand equity.
The best branding decisions are made with intention, not impulse. And sometimes, the most strategic move is restraint.
We asked two questions: What’s the look or visual direction you are trying to achieve? Are you looking to change how your brand is perceived or is there a shift in your business or the service you are offering?
Their answers: They wanted to look more modern and they were looking into a technology-driven shift for end-user systems.
From there, we discussed how to achieve that without touching the logo. A refined color palette. A fresh brand voice. A digital-forward visual system. Strategic updates to key collateral. We were clear that we didn’t want to take the logo redesign off of the table, but we made sure they understood all the options, and the implications of each path.
Where to Start When Considering a Rebrand
4 topics to consider to help guide you to a confident decision
1
Audit your brand equity.
What is and isn’t working? What’s recognizable and memorable? What are people emotionally attached to?
2
Look for misalignment.
Has your mission or vision changed? Has your audience evolved? Are you saying one thing but showing another?
3
Weigh the business impact.
Will a rebrand create clarity and connection or confusion and cost?
4
Think evolution, not deletion.
What are creative ways your brand grow, without a complete overhaul?
Smart brands grow with purpose. Keep what’s meaningful. Let go of what’s outdated. (And in some cases, strategically lean into the outdated, just maybe not as a long-term plan.)
If you’re at a crossroads and not sure how much or how little change your brand needs, let’s talk about your goals. Sometimes the best brand work starts not with a redesign, but with a conversation.
Ready to talk about your project?
Schedule a free 30-minute discovery session
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