At some point every business looks at its logo and thinks, “we can do better than this.” The next question is how far to go. Tidy up what you’ve got, or start again?
Both are valid. Picking the wrong one is expensive either way: start again when you didn’t need to and you throw away recognition you’ve already paid for. Only tidy up when you needed more and you’re back in the same spot in a year.
What a refresh is
A refresh keeps the bones and fixes the rest. Think of it as a good haircut rather than a new face.
- Redrawing the logo so it’s cleaner and works small
- Tightening up colours and picking proper fonts
- Creating the versions you’re missing, like an icon or a one-colour logo
- Setting simple rules so everything matches
Customers still recognise you. They just think you’ve had a good year.
What a rebrand is
A rebrand changes the story as well as the look. It usually starts with strategy: who you’re for now, what makes you different and how you should sound. The identity follows from that. Sometimes the name changes too.
Signs a refresh is enough
- People already know and like you, and your name still fits
- Your logo works, but looks dated or falls apart at small sizes
- Things look a bit different everywhere: the van doesn’t match the website
- You’ve got no proper files, just a JPEG someone sent you years ago
Signs you need a rebrand
- You’ve changed what you sell, or who you sell to
- You’ve outgrown your look, and it’s putting off the customers you want now
- People regularly misunderstand what you do
- There’s a merger, a new owner or a new name
- You’re competing on price because nothing makes you stand out
Still not sure?
Start by writing down three things: what’s changed in the business since the brand was made, what customers say about you, and the three places your brand shows up most. If the answers mostly point to how things look, refresh. If they point to who you are, rebrand.
Or take the two-minute brand health check. A score of 5 or more usually means a refresh will do it.
