If your logo’s starting to feel dated, or your visuals no longer reflect where your company is now, you might be wondering: Do we need a full rebrand, or just a refresh?
Great question. Because the difference isn’t just about how much you change. It’s about why you’re changing, and what you’re trying to fix.
Let’s break down the two, so you don’t waste time (or budget) solving the wrong problem.
What’s a brand refresh?
A refresh keeps your core identity intact—logo, name, brand story—but updates the look and feel. Think of it like a wardrobe upgrade, not plastic surgery.
It’s great for:
- Companies evolving their audience or offering
- Startups polishing a DIY brand from launch days
- Keeping up with design trends without losing recognition
You’re still you. Just sharper, cleaner, more aligned.
What’s a full rebrand?
A rebrand is a full identity shift. New logo, voice, messaging, name—sometimes even a new mission or market.
It’s what you do when:
- Your current brand is confusing, outdated, or no longer serves your goals
- You’ve pivoted the business model entirely
- You’re trying to distance from old perceptions or associations
A rebrand says: “We’ve changed. We’re not who we used to be.”
So which one do you need?
Ask yourself:
- Is the problem about perception or clarity?
If people don’t “get” what you do—or assume the wrong thing—you may need a rebrand to fix the core story. - Has your business evolved a lot since launch?
If you’ve outgrown your original look, a refresh might help you catch up visually without losing brand equity. - Are your visuals just outdated?
If things look old but the messaging still works, a refresh is the faster, smarter route. - Are you targeting a new audience entirely?
Rebrands are better when you’re shifting who you’re speaking to, or how you’re positioning yourself.
Still unsure? Start small.
You don’t have to decide on Day 1. Sometimes, a light refresh can reveal deeper brand issues, or confirm that you’re on the right path.
We often start with a visual audit or moodboard sprint to help teams see what’s working, what’s off, and how far they actually need to go.
Whether you’re leveling up or starting fresh, clarity beats chaos.
It’s not about trends. It’s about trust. The right design signals who you are now and who you’re becoming.
