How Do You Know a Brand Refresh Is Overdue?
It feels stuck in a past era.
If your logo, colors, or website scream “MySpace era,” it’s time.
Burger King refreshed its logo in 2021 to bring back a retro-meets-modern feel—ditching the shiny, techy look from the early 2000s.
Your messaging isn’t sticking anymore.
If you’re saying one thing on your site, another on social, and your emails sound like a different person entirely—you might have a branding problem.
Mailchimp evolved from quirky underdog to a full-on marketing platform, and with that came a tone shift: they kept their playfulness but added clarity and sophistication.
Your business evolved—but your brand didn’t.
Your services changed. You expanded. You grew up. But your look didn’t.
Dropbox started as a file-sharing service but added tools for collaboration and workflow. Their rebrand added bold illustrations and a brighter palette to match a broader offering.
Your target audience has changed.
What attracted Gen X might not work for Gen Z.
Old Spice was your grandpa’s deodorant until it launched a refresh targeting younger audiences with quirky commercials and bold packaging—turning the brand into a pop culture icon again.
Your competition looks sharper.
If you’re in a sea of slick branding and you're still rocking clip art and gradients, it's time to level up.
Slack updated its logo in 2019 because its original hashmark icon didn’t scale well or unify their many platforms. Now it has a consistent, versatile identity across touchpoints.
What a Brand Refresh Actually Is.
Think of a refresh as updating your wardrobe—not changing your whole identity. You're still you, just with sharper style and maybe a better haircut.
Playbook for a Meaningful Refresh
Kick Off with a Brand Audit & Research.
Ask the hard questions: “Does this feel like us anymore?”
Airbnb did this before launching its 2014 refresh, driven by how people were using the platform differently—and how the company saw itself as more than just lodging.
Frame Your Strategy.
Why are you refreshing? New goals? Bigger audience? Repositioning?
Instagram updated its icon and color scheme to reflect a shift from a vintage-camera app to a bold, creative social platform.
Refresh the Visual Identity.
Maybe it’s a color shift. Maybe it’s a logo glow-up.
Taco Bell updated its branding in 2016, simplifying the logo and expanding a bold visual system with customizable elements—perfect for social and digital.
Polish Messaging & Tone.
How you sound is as important as how you look.
Chobani switched from loud, modern fonts to softer, warmer typography to reflect its values around health, people, and craft.
Create a Style Guide & Brand Kit.
Make it easy for your team and partners to stay on-brand.
Spotify has an extensive brand guide detailing how to use (and not use) its logo, typography, and playlists’ cover art—keeping the look as tight as the beats.
Plan a Smart Launch.
Roll it out intentionally. Start inside, then go public.
Zendesk relaunched its brand with quirky furniture-themed icons and a fun microsite, walking users through its new personality and visual approach.
Monitor & Refine.
Track how it lands. Tweak what needs tweaking.
Pepsi has undergone several logo refreshes over the years, often fine-tuning based on feedback and evolving trends
Your brand should grow with you. When it starts to feel stale or disconnected, that’s your cue. A brand refresh doesn’t mean tossing everything—it’s a thoughtful, creative upgrade that helps you stay connected to your people and relevant in your space.
