
When is a Rebrand a good idea?
In the fast-paced and innovation-driven world that we live in, clients are often faced with a dilemma – whether they should invest in a new corporate identity. A logo facelift or complete identity overhaul is a great way to breathe new life into your business and outshine the competition. But when is the rebrand recommended or inevitable, and when is it a bad idea that could harm your outreach? Here are a few points to help you weigh the pros and cons of introducing a new visual identity to your brand.
An identity redesign is a good idea when:
1. You are tempted to catch up with the latest design trend. While the latest branding fad might look different and exciting, it is best to invest in a timeless logo and identity that will stand the test of time. Besides, by looking at what everyone else does, you no longer stand out from the crowd.
2. You are already too invested in your current identity. Maybe a logo redesign is on your mind, but you have already committed financially to your identity. If you have stocked up on packaging and merchandise with your current logo on, you are running ad campaigns, and have other things going on that tie you to your old identity – then it is not wise to do a rebrand. In this case, you should consider the sunk cost involved in getting a new logo done to see if it makes sense financially. This includes current copyright patents and other legal fees you will have to pay again.
3. You are already bored with the current look. You have to remember that your company’s voice and visual appearance are not about you, unless you are building a personal brand. Even then, you need to remember that the purpose of the visual identity is to bring in new customers and keep the old ones coming, and it has little to do with your personal preferences. It makes no sense to change an identity that is already doing well just because you are craving novelty – you might be bored with the logo, but your target audience could be loving it.
My own rebranding story
A few years ago, I created a logo and brand identity for my personal brand as an independent designer – I loved the design and connected with the logo and brand elements on a personal level:


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