Rebranding is exciting, but it’s also a big decision. Sometimes, all a brand needs is a refresh—a few intentional updates to refine its look and make it more effective. Other times, a full rebrand is the way to go because the business has evolved beyond what its current identity represents.
So how do you know which one is right for you? There are some clear indicators that can help, but honestly, this decision is best made with a brand strategist. The right choice isn’t just about what looks better, it’s about what will serve your business long-term.
Let’s break down the difference between a refresh and a rebrand, with real client examples to show when each makes sense.
A Brand Refresh:
When the Foundation is Strong, But the Visuals Need an Update
A brand refresh is like giving your brand a much-needed haircut. The essence stays the same, but everything looks sharper, cleaner, and more put-together. This is the right move when the business is still well-represented by its brand, but some elements—like the logo, color palette, or typography—could use a little work.
Sometimes all that’s needed are adjustments to function better in digital and print spaces.
Some signs a refresh might be the best move:
– The logo still represents the business well, but it feels outdated.
– The colors, fonts, or overall look aren’t as clear or legible as they could be.
– The brand is missing a full visual identity beyond just the logo.
– Everything looks fine, but it could feel more modern and polished.
Client Example: Project Defending Life
Project Defending Life had a strong foundation in its original logo, but the execution felt a little outdated. Instead of scrapping it, we refined it into something cleaner and more modern—keeping the core symbolism while improving how it functions. The refresh also expanded beyond the logo to include a full brand identity, giving them a cohesive system of colors, fonts, and design elements that they didn’t have before. (View their full banding story here.)
Client Example: Boyd Counseling Services
Boyd Counseling had a solid logo, but the arrangement wasn’t working in all applications. The fix was simple but powerful. We restructured the layout into a horizontal format for better usability online and adjusted the colors to be bolder and more legible. The end result felt familiar, but it was so much more functional. The expanded color palette made the revised website both more visually appealing and more functional when viewed on mobile devices. (View their brand in action here.)
Well-Known Example: Walmart’s Brand Refresh
Walmart has gone through subtle brand refreshes over the years, most recently refining its logo and visual identity to feel cleaner and more digital-friendly. The famous yellow spark remained, but the wordmark was softened and modernized. These updates kept the brand recognizable while making it more adaptable to today’s platforms.
Image Credit: Gulf Digital News – Online
A refresh like this keeps the heart of the brand intact while making it work harder in the real world.
A Full Rebrand:
When the Business Has Outgrown Its Identity
A full rebrand is less like a haircut and more like a total transformation. It’s the right move when the brand no longer reflects where the business is headed and something new is needed to tell the right story. When a business has shifted in its mission, audience, or positioning, it needs an identity that reflects its evolution.
Some signs a full rebrand might be necessary:
– The current brand no longer represents the business or its future direction.
– The audience has shifted, and the brand needs to reach new people.
– The company has outgrown its original name, messaging, or identity.
– The branding doesn’t reflect the quality of the business’s offerings or customer experience.
Client Example: Allen Beverages
For years, Allen Beverages relied on the Pepsi logo as its main visual identity. It made sense at one point, but it didn’t communicate who they were as a company. They needed a brand that told their own story.
In our rebranding process, we established a visual identity that positioned them as the trusted, local beverage distributor they truly are. Unlike their competitors, they’re deeply connected to their customers and committed to exceptional service—qualities that weren’t reflected in their old branding. Now, their identity stands on its own, making it clear what makes them different. (View their full banding story here.)
Client Example: The Cenacle on the Lake
Previously known as the Archdiocese of New Orleans Retreat Center, this organization was ready for a fresh start with a name and brand that better reflected its history and purpose. Through our rebranding process, we uncovered what made them truly unique: they are the only retreat center in the area that caters exclusively to women. That distinction became central to their brand strategy.
We leaned into that with a feminine color palette and logo design that speaks directly to their audience, creating an identity that feels both deeply rooted and refreshingly modern. The result is a brand that honors its legacy while welcoming a new generation of retreat guests. (View their full banding story here.)
Well-Known Example: Airbnb’s Full Rebrand
Airbnb’s original brand identity looked completely different from what it is today. When the company rebranded, they didn’t just update their logo—they redefined their entire visual and messaging strategy. The result was a more recognizable, scalable brand that emphasized belonging and community, aligning with their mission in a way the old branding didn’t.
Image Credit: Ideas BIG
A rebrand like this isn’t just about looking better—it’s about telling the right story to the right people.
A Strategic Approach Makes the Difference
While these guidelines can help point businesses in the right direction, the choice between a refresh and a rebrand isn’t always obvious. That’s why I always recommend bringing in a brand strategist early in the process. The best solution isn’t just about design—it’s about aligning branding with business goals.
A strategic approach takes into account:
– How the brand needs to function across digital and print platforms.
– Whether the current brand still connects with its audience.
– How branding aligns with business growth plans.
– What changes will provide the most long-term value.
Branding decisions aren’t just about what looks nice on a screen. Every change should be made with intention, ensuring that the brand remains strong, recognizable, and aligned with the future of the business.
Thinking About a Brand Refresh or Rebrand? Let’s Talk.
If you know your brand isn’t quite where it needs to be, let’s figure out the best way forward. Whether it’s a refresh or a full rebrand, we’ll make sure it’s rooted in strategy and serves your business in the long run.
