What is a Brand Refresh?

Why do a brand refresh? 

If we think of the brand as a person, we can start to understand why you may need a brand refresh. A refresh is similar to a person having a new haircut or buying new clothes to fit in with the current trends. It doesn’t reshape the brand as a whole, but it improves the look and the first impact that the brand has. 

Might be of interest – Identify Your Brand 

Why Refresh Instead of Rebrand? 

You might want to refresh over a rebrand because it’s less intensive. A full rebrand changes the actual brand itself, therefore, consumers won’t know about the brand until you apply marketing. Most brands don’t need a full redesign, and it’s important to note that rebranding is typically a lot more meticulous and therefore can require more investment. Rebranding requires investment into press marketing, updating customers and increased communication. However, if the previous branding has negative associations with it or it doesn’t seem to be effective despite refreshing, it might be worth considering a rebrand. 

What Should you Refresh in Your Brand Refresh?

Refreshing your brand isn’t as intensive as rebranding, but it does still require time and understanding. There are many ways a brand can undergo a refreshment. Here are some of the best methods that we use to refresh an existing brand. 

Modernising Logo

A logo is an important asset to your business or company. It’s typically the first representation to the consumer. Therefore, it’s vital that the first impression is a good one. Over a period of time logos become outdated due to a range of factors, such as a change in business proposition or just styles changing, this can then have a negative impact on the company. As part of a brand refresh, we look to modernise a logo bringing it into the modern day. It’s not about changing the logo completely, but modifying it to appeal to the current consumer market. 

Examples of Modernised Logos

There are plenty of examples of logos that have undergone a refresh over the years. One industry that stands out above all others is the car industry. BMW has had multiple refreshes of its logo since it was first created back in 1916. It hasn’t changed the core value of the logo, but it has made it more modern and appealing to the current market. 

Update Colour Palette

Using an effective colour palette can really make your brand stand out. Like most things, colour trends change over time. For example, pastel colours are currently very popular and seen across multiple fashion and design platforms. Updating the colours of your brand can help to achieve a more modern look, appealing to new consumers. 

Examples of Updated Colour Palettes

HelloFresh is a fruit and veg delivery service with an emphasis on freshness. HelloFresh has increased their focus on their freshness within their colour scheme. They’ve moved towards a brighter green as they feel this further matches their goals. The switch was slight, but is a great example of how a sight colour refresh can help improve overall branding. 

Typography Refresh

Whenever a brand refresh takes place typography is usually one of the first areas refreshed. For example, Microsoft changed their font from a Regular Sans to Segoe Pro. Some brands look to commission brand fonts to be created to maintain originality in their overall visual communications. Providing a unique approach to how they communicate versus brands with similar fonts or the same across a variety of industries.

Which Direction To Take Your Brand Refresh

Directing your brand refresh is important, directing it towards the wrong market and message will waste a lot of time and resources. So, how can you make sure you’re aiming the brand in the right direction? 

Why Are You Refreshing Your Brand

Is your logo seeming outdated compared to competitors? Is the colour outdated and blending into the background? Asking yourself questions like these will help you to understand how to direct a change. 

Research what’s Happening Around the Brand

Researching current trends, what your consumers think and what your competitors are doing can help to understand your current target market and how to make effective changes. 

Strategy for Refreshment

Plan the process, then decide whether to launch it all in one go or release it slowly. Understand the direction it’s going and make a strategy based on the research and the reasons for the refresh. 

Signs Your Brand Needs a Refresh

Recognizing the right time to refresh your brand can be critical to staying relevant and competitive. Here are some key signs that it might be time for a refresh:

Declining Customer Engagement:

If you notice that your website traffic, social media engagement, or customer inquiries are decreasing, it could indicate that your brand no longer resonates with your audience.

Your Brand Looks Outdated Compared to Competitors:

In industries where design trends move quickly, it’s easy for branding to start feeling stale. If competitors appear fresher, more modern, or more exciting, it’s time to rethink your look.

Expansion or Shift in Business Focus:

If your company has evolved beyond its original mission, products, or services, your brand should reflect that growth.

Customer Confusion:

Are customers often unclear about what your brand stands for, or are they surprised to learn about services you offer? This is a strong signal that your branding is not communicating effectively.

Internal Sentiment:

Sometimes your own employees may feel that the branding doesn’t represent the company culture or vision anymore. Their insights can be incredibly valuable.

A brand refresh can help realign your image with your evolving business, ensuring customers and internal stakeholders are both excited and confident in the brand’s direction.

Why Refresh Instead of Rebrand?

Choosing a brand refresh over a complete rebrand can save you time, resources, and customer loyalty — if your core brand equity is still strong.

A brand refresh updates and modernizes visual elements like logos, colors, and typography without abandoning the recognizable aspects your audience already knows and trusts. A full rebrand, on the other hand, often changes everything: name, logo, positioning, and messaging — a much riskier and more expensive undertaking.

Examples in Action:

• Pepsi has refreshed its logo numerous times over the decades, subtly modernizing without alienating its massive fanbase. Each tweak brought the brand closer to current design aesthetics without losing its core identity.

• Gap, in contrast, provides a cautionary tale. In 2010, Gap introduced a completely redesigned logo overnight — only to face immediate backlash from loyal customers. Within a week, they scrapped the new logo and returned to the classic one, costing them both financially and reputationally.

When brand recognition and loyalty are assets, refreshing allows you to preserve trust while signaling that you’re evolving with the times. In most cases, unless a brand carries severe negative associations or major business model changes, a refresh is the smarter, more strategic choice.

View our article looking at a brand refresh vs a full rebrand

Potential Pitfalls of a Brand Refresh

While a brand refresh can be incredibly effective, it’s important to avoid common mistakes that could undermine its success.

Losing Brand Recognition:

One of the biggest risks of a refresh is straying too far from your established brand identity. Radical changes to your logo, colors, or messaging can confuse loyal customers and dilute the brand equity you’ve worked hard to build.

Inconsistent Rollout:

If your refresh isn’t applied consistently across all channels — from your website and social media to product packaging and employee communications — it can lead to a fragmented customer experience. Consistency is key to maintaining a cohesive, trustworthy image.

Ignoring Customer Feedback:

Refreshing without considering what your customers value about your brand can backfire. Before making major changes, it’s important to gather insights from your audience to ensure you’re not removing elements they have a strong emotional connection to.

Superficial Updates Without Substance:

Updating visuals without considering how they connect to your broader brand story or business goals can result in a shallow refresh that doesn’t drive meaningful engagement or growth.

By planning carefully, grounding changes in customer insights, and ensuring consistency, you can avoid these pitfalls and achieve a refresh that strengthens rather than weakens your brand.

How Long Does a Brand Refresh Take? 

Refreshing a brand can take anywhere from a number of weeks to months. It all depends on the research that has been undertaken and the direction you believe the refresh needs go. 

Conclusion

A brand refresh is a powerful way to stay relevant, strengthen customer loyalty, and ensure your business continues to grow in an ever-changing market. Unlike a full rebrand, a refresh allows you to modernize and refine your brand’s appearance while preserving the core identity your customers already trust. Whether it’s updating your logo, adjusting your color palette, refining typography, or realigning your messaging, small, strategic changes can make a major impact.

However, successful brand refreshes require thoughtful planning. It’s essential to clearly understand why a refresh is needed, base decisions on research and customer insights, and ensure the updates are rolled out consistently across all touchpoints. Avoid common pitfalls like losing brand recognition or making changes for the sake of change alone.

Brands that invest wisely in refreshing their identity position themselves as leaders, ready to meet the future without abandoning their past. If your brand feels outdated, misaligned, or outpaced by competitors, now could be the perfect time to evolve.

At Fellow, we specialize in helping brands refresh with confidence and creativity. Get in touch today to find out how we can help bring new life to your brand while preserving everything that made it great.