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Rebrand vs Brand Refresh vs Redesign - 4 Signs That You Need to Update Your Logo

Rebrand vs Brand Refresh vs Redesign: 4 Signs That You Need to Update Your Logo

  • 11/02/201916/05/2020
  • by The Logo Creative
  • Branding is crucial for both well-established companies and young startups. Your company’s brand is more than distinctive colours and logo, it reflects the values of your business and represents an image your consumers can relate to. When consumers associate certain values and principles with your brand, it gains influence and attracts new customers, while also increasing loyalty and engagement among the existing ones. In this article we discuss Rebrand vs Brand Refresh vs Redesign: 4 Signs That You Need to Update Your Logo

    In the modern world, it’s not enough to just convert prospects into customers. A strong modern brand is an influencer that understands the needs of the audience. You have to tell a brand story that is interesting for customers, in order to build a strong connection between them and the company. This goal is impossible to achieve if you don’t stay in touch with your audience and don’t adjust your brand to its preferences, which constantly change. In other words, your brand should be relevant, that’s why companies often have to choose between rebranding or redesigning and brand refreshing.

    Table of Contents

    • Rebrand, Brand Refresh, and Redesign: What’s the Difference?
    • Best Logo Rebranding Examples of Recent Times
    • Signs that You Need to Update Your Logo
    • Conclusion

    Rebrand, Brand Refresh, and Redesign: What’s the Difference?

    Many people who don’t have experience in design often get confused when they see these terms. You see many successful companies change with time, adjusting their brands to the market, but what do they do? Is it called rebranding or refreshing? These terms indeed have a lot in common, however, they are also quite different if you look closer.

    A brand refresh isn’t a fundamental change, it’s mostly focused on the appearance of your logo and some minor details, adjusting them according to the current trends. On the other hand, a brand redesign involves more serious changes. It often implies creating a completely new logo and visuals. A complete rebrand is aimed at changing the message of your brand and its identity, which often means creating and implementing an absolutely new marketing strategy.

    You may need to refresh your brand if you want to update it and make it more appealing to your current audience. It will also be a good solution if you face a need to address certain market conditions, or if the connection between your brand and your offerings is lost. Refreshing may include changing your slogan, tweaking your logo and fonts, adjusting the colours, and updating marketing materials. If a brand is not completely outdated, companies often choose refreshing instead of complete rebranding. This way, they can preserve the integrity of the existing brand while making it more relevant and reaching a wider audience.

    Rebranding is a much more complex process that requires serious preparation. It goes beyond changing the design of your website or logo. Rebranding is intended to completely change the image of your business. It requires you to come up with a brand new story and philosophy. Sometimes, rebranding also means targeting a new market. You may opt for a rebrand if you see that the current brand is no longer effective for the necessary audience, or if you fundamentally change your business. Rebranding is necessary when companies merge or when they plan to conquer a new industry. It will also be a good solution if your established brand lacks consistency or fails to communicate its message.

    Obviously, rebranding is also risky. There’s nothing worse for your business than a poor rebrand. Your audience shouldn’t be confused. You should take into account your brand equity and make sure that the existing customers won’t feel betrayed. In addition, it’s important to deliver a new, clear brand message instead of messing up what you already have. It’s also important to make sure your team resonates with the new brand image.

    Best Logo Rebranding Examples of Recent Times

    Uber



    Uber approached the rebranding process carefully, conducting an audit and collecting all the necessary information on how people perceive the brand. First, Uber decided to change the logo. The logo is the “face” of the brand and it’s most meaningful part. The old logo was written in all caps and looked somewhat pretentious. At some point, the Uber team realised that their brand should be simpler and more approachable. The new logo creates a more positive image and also allows for better brand recognition.

    Badoo



    Badoo needed rebranding because it has updated the app, making it safer, expanding the functionality, and improving usability. Therefore, the new visual identity should also reflect these improvements. The company decided to get rid of flashy colours and added a new symbol — a simple heart, which reflects the nature of the brand. The new font is minimalistic and recognisable. The heart symbol contributes to building a new distinctive brand identity. In addition, Badoo introduced a new colour palette, which makes this brand stand out from its main competitors: Bumble and Tinder. A new branding not only reflects improvements in user experience but also signals that the company enters a new era, replacing the outdated dating website model with a geolocation app.

    Dunkin’



    This is an example of a good brand refresh. Dunkin’ didn’t change the iconic colours and font but made its name shorter and so easier to remember. The fresh brand also shows us that this company isn’t specialised in doughnuts only. During the last few years, Dunkin’ coffee became very popular so the company decided to help new customers avoid confusion. The brand no longer belongs to a specific niche, so the customers shouldn’t wonder whether they can buy something other than doughnuts. Dunkin’ proves that sometimes, brands don’t need to change a lot or to start from scratch. Sometimes, even minor details may help you achieve your goals.

    Signs that You Need to Update Your Logo

    • Your logo doesn’t correspond to your brand values
      Your logo should reflect your brand values, explaining what your company stands for. However, there are many businesses that don’t have a clear concept of their brand values. Therefore, their whole brand identity is weak, and their customers cannot associate such a brand with anything in particular. Your logo design is the most important part of your brand so it should be connected to your core values. Properly chosen fonts, symbols, and colours can help customers build the necessary associations.
    • Your brand faces an identity crisis
      Quite often, small businesses try to create a new image when they start a new project. Even though such an approach may seem simple, the truth is that it can only prevent your brand from further development. We suggest that you think of your long-term goals and embrace the fact that your brand identity should steadily evolve with you. Your logo creates the first impression of our brand identity, and the first impression is what always matters. If your customers notice that your brand image no longer reflects your message, you will lose them quickly. Don’t forget to consider everything that features your brand identity: your website, advertisements, vehicles, coffee mugs, etc.
    • Your logo doesn’t fit with marketing materials
      As your company evolves, the overall aesthetics of your brand may change. Sometimes, companies feel the necessity of refreshing their brand, changing some colours or fonts, and then realise that their logo doesn’t work well with some of these improvements. Given that your logo should be the key element of your identity, it must determine the direction in which the overall concept goes. However, if the overall look changes significantly, it may turn out that your logo must change as well. You should be proud of your logo, and you should feel comfortable when using it within your marketing strategy.
    • The shape of your logo no longer fits your needs
      For example, your logo may be too big for a header on your new website, or it may look bad in your mobile app. In this case, you may either redesign the logo to make it more universal, or you can create an alternative in order to use it for those specific purposes. You may want to choose the second option if your logo isn’t completely outdated. However, it’s important to make sure that the alternative version of your logo is similar to the main version so that your audience won’t be confused. The best way to be consistent with your logos is to create a distinctive symbol.

    Conclusion

    Companies grow and change, markets change, and so do preferences of customers. It’s important to stay in touch with your audience and to keep up with the latest trends in design. Your brand should be relevant so you should be ready to refresh it, if necessary. Sometimes, all you need to do is just change some minor details in order to make your brand more appealing to customers. Sometimes, you may need to redesign your logo, especially if you cannot comfortably use it anymore, or if it looks outdated. Companies may also opt for a complete rebrand, reaching out to a new type of audience or preparing for a new market. The main thing is to keep in mind the importance of your brand logo and to make sure it represents your brand image properly.

    We hope you have enjoyed this article about Rebrand vs Brand Refresh vs Redesign: 4 Signs That You Need to Update Your Logo.

    If you would like more personal tips, advice, insights, and access to our community threads and other goodies join me in our community. You can comment directly on posts and have a discussion.

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    Author Bio
    Berta Melder is a talented brand manager, experienced content strategist and co-founder of Masterra. Being passionate about her job and additional career development opportunities, she cooperates with different education courses covering a broad range of digital topics as a guest lecturer.

    Posted in Brand Strategy, Branding, Design Resources, Identity Design, Logo Design
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    In his New York Times best seller Steal Like an Ar In his New York Times best seller Steal Like an Artist, Austin Kleon gave readers the key to unlock creativity. Now comes the next step in the journey: how to get known.

SHOW YOUR WORK! puts an end to the destructive myth of the long genius by showing artists and writers, makers and creative entrepreneurs how to join the new ecology of talent. It is about found by being findable, about using the network instead of wasting time networking.

The key is process, not product. Share something new every day but don’t turn into human spam.) Keep and amateurs mind where the possibilities are limitless. Be a connector, a teacher, an open node. Don’t horde.

In ten vital new priciples, SHOW YOUR WORK! shows that you have to be open, generous, brave - an artist that other artists will steal from.

Full review can be found on our website link in bio under the book review section.

If you would like your own copy of Show Your Work by Austin Kleon it’s available online. 

If you purchase through the links below, I do get a small commission that i put back into The Logo Creative project, for instance by purchasing new books like these that i can share with you the reader. 

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    Overcome Creative Block 👇 We've all been there Overcome Creative Block 👇

We've all been there, sketchbook open ready to capture ideas, but nothing is flowing. 

💡 Solution: 

▶️ Set a routine
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    "Be vigilant and always check your client’s agre "Be vigilant and always check your client’s agreement for design services word for word, and twice over before signing. 

I recently rejected a client who was a big design news site. Let’s just say there were things in there I did not like! 

Money is not everything! Protect yourself!"

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    Austin Kleon’s books have been on my bookshelf f Austin Kleon’s books have been on my bookshelf for quite some time, I finally got round to reading “Steal Like an Artist” and i could not wait to jump in and read his second book “Show Your Work”
 
If you would like to read my full review its on the book review section of our website.

https://www.thelogocreative.co.uk/show-your-work-by-austin-kleon/ 

If you would like your own copy of Show Your Work by Austin Kleon it’s available online. 

If you purchase through the links below, I do get a small commission that i put back into The Logo Creative project, for instance by purchasing new books like these that i can share with you the reader.

Show Your Work by Austin Kleon
Amazon - https://amzn.to/3jh4p0h 
Wordery - https://tidd.ly/2VmUJt9 
Bookshop - https://uk.bookshop.org/a/7810/9780761169253 

Looking for more creative content? Check out our website.

Checkout our website book review section: 
https://www.thelogocreative.co.uk/book-review-logo-design/ 

Read Our Daily Blog Articles: 
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Join The Community Newsletter Group:
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We have recently partnered with Mr Mockup:
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    It was a pleasure to feature Simon Charwey @simonc It was a pleasure to feature Simon Charwey @simoncharwey In our 4th interview back in 2017. 

Simon is a Asanteman-based brand identity designer based in Kumasi, Ghana.

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    Stealing is bad, taking things that don’t belong Stealing is bad, taking things that don’t belong to you is wrong unless you learn to steal like an artist. This book includes 10 things nobody told you about being creative. 

Steal Like an Artist by Austin Kleon does not support plagiarism, let’s get that straight from the start. 

It’s more about unlocking your creativity, and getting into the minds of the artists you admire by understanding why and how they did what they did.

This small square 140 page book was published in 2012 and is a New York Times best seller, and for good reason it’s a fantastic book! - Well Done @austinkleon and @workmanpub

Check out the first look video we posted.

Join Newsletter: tiny.cc/thelogocreativve

If you would like a copy of your own it’s available on Amazon, Wordery and Bookshop:

Amazon UK: https://amzn.to/3jh4p0h 
Wordery: https://tidd.ly/2VmUJt9 
Bookshop: https://uk.bookshop.org/a/7810/9780761169253 

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    Check out our latest Designer Interview with Micha Check out our latest Designer Interview with Michael Penda @peanutfreepanda a talented graphic designer from Wichita, KS. 

It was a great pleasure to feature Michael, he shares his insights into working as a graphic designer.

The interview is also featured on today's newsletter, including a new book, what I've been up to, and more insights.

join me, let's chat! 👋

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Live in the moment, and be here and now!

It's tough trust me I know, I have been there.

But just like me you got this!"

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    "Always focus on what you are putting into your bu "Always focus on what you are putting into your business, and not what you can get out of it.

Too many are fixated on results and personal gain instead of putting in the work and providing value. 

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    "It's one thing to be creative, but are you innova "It's one thing to be creative, but are you innovative? 

Creativity is thinking up new ideas and innovation is doing new things. 

Always be open to trying new things and moving in different directions. strive to be both." 

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    It was a pleasure to feature Ian Paget In our 3rd It was a pleasure to feature Ian Paget In our 3rd interview back in 2017. 

Ian is logo and brand identity designer working and living in the UK.

In this interview Ian shares his first logo he designed, his favourite logos and a glimps into his process. 

Be sure to check out the interview , link in bio under the designer interview section.

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    Stealing is bad, taking things that don’t belong Stealing is bad, taking things that don’t belong to you is wrong unless you learn to steal like an artist. This book includes 10 things nobody told you about being creative. 

Steal Like an Artist by Austin Kleon does not support plagiarism, let’s get that straight from the start. It’s more about unlocking your creativity, and getting into the minds of the artists you admire by understanding why and how they did what they did.

This small square 140 page book was published in 2012 and is a New York Times best seller, and for good reason it’s a fantastic book! - Well Done @austinkleon

Check out the first look video.

Join Newsletter: tiny.cc/thelogocreativve

If you would like a copy of your own it’s available on Amazon, Wordery and Bookshop:

Amazon UK: https://amzn.to/3jh4p0h 
Wordery: https://tidd.ly/2VmUJt9 
Bookshop: https://uk.bookshop.org/a/7810/9780761169253 

__________________________________

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    Check out the second Designer Interview from 2016 Check out the second Designer Interview from 2016 with our good friend David Airey.

It was a great pleasure to feature David as he has been an inspiration to so many designers over the years me included.

David shares his favourite logo design, his logo design process and steps he has taken in his design journey.

Join our newsletter we share, new designer interviews, new books, insights and what I have been up to.

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    Awhile back I purchased all three of Austin Kleon' Awhile back I purchased all three of Austin Kleon's books @austinkleon as they had been on my reading list for so long, and never got around to reading them 

I can now say I have finally got around to reading them.

The review for "Steal Like an Artist" is already on the book review section of the website, and if you're subscribed to the newsletter you will have received the newsletter regarding this awesome book.

The review for "Show You Work" is coming this Wednesday, there will also be a newsletter on the way.

I have nearly finished "Keep Going" and again I'm really impressed by all three book I highly recommend them they are well worth the read.

Have you read these books? Let me know your thoughts in the comments. 

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    "It's not the things that happen around you that d "It's not the things that happen around you that determines you're success. 

It's what happens inside of you!

Remember that you're unable to control life around you, but you can control yourself! - 

Take Action!". 

Andrew Marriott - The Logo Creative™ 

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    "Never compare your behind the scenes with other p "Never compare your behind the scenes with other people's greatest hits, never compare yourself to other people. 

Keep yourself in the game, and take control of it. 

If it’s been done before it can be done better. 

Be confident and figure it out. 

You got this!"

Andrew Marriott - The Logo Creative™

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    "Each night when i get in bed i remind myself I'm "Each night when i get in bed i remind myself I'm ok, I'm doing a good job, and that good things take a lot of patience and consistency. 

I'm not a religious man but i give thanks for everything i have. 

I worked hard for it!".

 - Andrew Marriott - The Logo Creative™

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    Check out our very first Designer Interview from 2 Check out our very first Designer Interview from 2016 with Jacob Cass @justcreative it was great pleasure to feature Jacob as the first. 

Jacob has been an inspiration to so many designers over the years  me included.

Jacob shares his first ever logo he designed, his journey as a designer and more insights.

Join our newsletter we share, new designer interviews, new books, insights and what I have been up to.

join me, let's chat! 👋

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    Big thanks to @bispublishers for sending me this b Big thanks to @bispublishers for sending me this box of goodies to review for you lovely people.

I'll be doing some videos soon of each item.

Then I'll be fully reviewing each item on our website. 👍

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