what is a rebrand?

Rebranding ranges from complete overhauls - new name, new positioning, new identity, new everything -through to visual refreshes that modernise dated appearance while maintaining recognition.

The distinction matters because approach and investment differ significantly. Complete rebrands require full brand strategy and positioning work. Refreshes update visual identity while keeping existing positioning.

When Complete Rebrands Happen

Company name changes

Company name changes typically require a complete rebrand. Mergers, acquisitions, ownership changes, legal restructuring - anything changing the company name usually means starting fresh with identity.

Complete business pivots

Complete business pivotsinto new markets or offerings need repositioning that the existing brand doesn't support. Manufacturing company shifting from commodity parts to precision engineering for aerospace needs different positioning and identity than original brand communicates.

Brand reputation issues

Brand reputation issues sometimes require a fresh start. If the existing brand has negative associations - whether through business problems, market perception, or previous ownership issues - a new identity allows a clean break.

International companies launching UK entities

International companies launching UK entities often create separate UK brands rather than directly their translating international identity. British business culture and buyer expectations differ from other markets, requiring an adjusted approach.

Startups scaling

Startups scaling from founder-led to professional operations frequently rebrand. An identity that worked at start-up phase looks unprofessional as the business grows and pursues larger contracts. Professional rebrand signals capability and credibility.

Enquire Now

When Brand Refreshes Work

Dated visual identity

Dated visual identityis most common refresh scenario. The logo designed 15+ years ago doesn't work on digital platforms. Colours reproduce poorly on screens. Typography looks old-fashioned. Details disappear at small sizes. Refresh modernises appearance while retaining recognition.

Inconsistent brand application

Inconsistent brand application happens when identity has drifted through different people, creating materials without guidance. Multiple logo variations in use, colours that don't match platforms, and inconsistent typography. Refresh consolidates and documents the correct application.

Market repositioning

Market repositioning to appear more premium, technical, established, or modern than the current identity communicates. The positioning stays fundamentally the same, but visual expression updates to match the current market positioning.

Platform limitations

Platform limitations where the existing identity doesn't work technically across modern requirements. Complex gradients that can't be reproduced reliably. Colours outside the printable range. Fonts with licensing issues. Brand refreshes solve technical problems while keeping brand recognition.

DIY or unprofessional origins

DIY or unprofessional origins where the founder created an original identity without design expertise. As businesses grow or pursue larger contracts, an unprofessional appearance becomes a barrier to winning business.

Rebrand Process for Complete Overhauls

Research and positioning

Research and positioning establishes strategic foundation. Who you are, who you're for, what makes you different. Same process as brand strategy for new brands - nothing gets assumed or carried over without deliberate decision.

Identity development

Identity development creates a new visual system from scratch. Logo, colours, typography, imagery approach -everything new but informed by positioning work rather than starting with aesthetics.

Guidelines and documentation

Guidelines and documentation in brand guidelines establish standards for new identity applications across all contexts.

Implementation planning

Implementation planning maps the transition from old to new.
‍
- What changes when?
- How to handle materials incirculation.
- Communication to customers and suppliers.

Rollout support

Rollout support helps navigate the transition period. Updating websites, printed materials, signage, social media, documentation, and internal communications. We support implementation rather than delivering new identity and leaving you to figure out rollout.

The brand refresh approach

Logo modernisation

Logo modernisation updates while retaining recognition. Simplifying details that don't work at small sizes. Adjusting proportions for digital applications. Refining typography. Updating colour palette to work across platforms.

Gradual implementation

Gradual implementation allows phased transition. New identity on digital platforms immediately, printed materials as stock depletes, signage and vehicles when renewal happens. Reduces immediate cost while movingtoward consistency.

refinement trhough use

Complete rebrands or brand refreshes are often not "completed" at launch but gradually roll out elements of the new identity.

As a new identity gets applied through marketing and sales operations- websites, campaigns, materials, social media - the real application reveals what works and what needs refinement.

Colours that looked right in guidelines might need adjustment for certain applications. Messaging that seemed clear might need clarificationbased on market response.

We stay involved through implementation, refining and improving as the brand gets used rather than treating the launch as an endpoint. This means the brand evolves with business needs rather than becoming frozen and gradually dating.

Common Scenarios by Business Stage

Startups and UK market entry

Usually complete brand development rather than rebrand, but international companies launching UK operations often rebrand from parent company identity for British market.

Growing businesses

Often refresh as they scale. Identity that worked for small operation looks unprofessional pursuing larger contracts. Professional refresh signals growth and capability.

Established businesses

Mix of complete rebrands (market repositioning, new ownership) and refreshes (modernising dated identity, fixing inconsistency).

Mature businesses

Typically refreshes maintaining recognition built over years while updating appearance forcontemporary market expectations.