When should you refresh a brand identity?
“We’re bored of our logo” is not a reason to rebrand. The real reasons are usually these:
- Your product range changed. An identity built for one product cannot carry a five-product brand.
- Your channel changed. A logo designed for a shop window may be unreadable inside a social media profile circle.
- Consistency is gone. If every sign uses a different colour and every brochure a different font, the problem is not the logo but the missing system.
- You no longer stand apart. If everyone in the sector uses the same blue and the same rounded form, you become invisible.
- Production cost is high. A logo requiring four colours may be losing you money on every label run.
If at least two of these apply, a refresh is worth discussing. If it is only boredom, what you probably need is not a new logo but a correct application of the one you have.