That moment when you look at your logo and wonder, “Does this still represent us?”
isn’t just normal - it’s essential.
Even the most iconic brands evolve over time.
But a refresh takes time, energy, and great timing.
We’ve put together six steps to help you decide if now is the time for your brand refresh.
What exactly is a brand refresh?
Before diving into whether your company needs a refresh, let's clarify what we're talking about. A brand refresh isn't the same as a complete rebrand.
Compare a refresh to renovating your house - you're keeping the foundations but updating the aesthetics and functionality to suit your current and immediate future.
During a refresh, you will maintain your core brand identity while modernising elements like your logo, colour palette, typography or messaging to better align with today’s market and tomorrow’s ambitions.
A rebrand, on the other hand, is a full rebuild. It’s demolishing your house and building a new one. New name, new mission, new values. That’s for when you’re changing direction entirely - entering new markets, merging, or repairing a damaged reputation.
Six signs your brand needs a refresh
Deciding to update your brand isn’t something to rush. It’s a move that should come from insight, not impulse. Here are six tell-tale signs that a refresh might be exactly what your brand needs:
1) Your visuals feel dated
We live in a visual-first world. Design trends evolve quickly, and what looked cutting-edge five years ago can feel dated today. When you line your brand up beside your competitors, does it look like it’s from another decade?
This isn't about chasing trends - it’s about making sure your visual identity communicates that your business is forward-thinking and relevant.
2) Your audience has evolved, but your brand hasn’t
Markets shift. Preferences change. Demographics evolve.
The loyal customers who helped build your business may now be at different life stages, while a new generation has entered your market. Between who your brand was built for and who you’re speaking to today, it could be time to realign.
A refresh can help bridge that gap and keep your message meaningful.
3) Your marketing campaigns aren’t hitting like they used to
If your once-successful marketing campaigns start losing steam despite similar spending, your brand might be losing relevance. Declining engagement rates, lower conversion rates and rising customer acquisition costs could all signal that your brand no longer cuts through the noise.
A refreshed identity can re-energise your marketing and reconnect with your audience in new ways.
4) Your company's offerings or positioning have changed
Businesses rarely stand still. You've likely introduced new products, entered new markets or refined your positioning since your brand was created. But if your brand still reflects the company you were, not the one you are, there’s a disconnect.
A brand refresh can help you bring your external image back in line with your current reality.
5) Your brand lacks consistency across touchpoints
Over time, brand inconsistencies naturally creep in. Different teams create materials for different channels. Agencies come and go. Fonts shift, colours drift, tone varies. Over time, that inconsistency fragments your identity and weakens recognition.
A refresh helps get your brand back on track—clear, consistent, and joined up across all touchpoints.
6) You feel more embarrassed than proud when sharing your brand
This one’s personal—but it’s powerful. When you hand over a business card, share your website, or open a pitch deck, do you find yourself saying, “We’re planning to update this soon”?
If your brand no longer feels like something you’re proud to show off, it’s a clear sign it’s not representing who you are anymore. A refresh can restore that sense of pride and help your team stand tall behind the brand again.
If a few of these sound familiar, it might be time to think about a brand refresh. But first, let’s explore how to approach the strategy and implementation to make it truly effective.
The strategic approach to brand refreshment
So, you’re thinking it might be time for a refresh.
Before diving in, take a step back. Grab a coffee. Get to the drawing board. There are a few key things to nail down before you hit that ‘refresh’ button.
Understand your current brand equity
Before making any changes, you need to understand what's working well.
What elements of your brand have built trust, recognition and loyalty? What do people instantly associate with your brand?
A comprehensive brand audit will show you what to protect and what to evolve.
Clarify your business direction
A refresh isn’t just about a new look — it’s about aligning your brand with where your business is headed. Think three to five years ahead: new markets, new audiences, new ambitions.
Your updated brand should reflect who you’re becoming, not just who you are today.
Analyse your competitive landscape
Your brand doesn't exist in isolation. Take a look at how others in your space are showing up. Where are they strongest? Where do they all start to look the same?
A smart refresh helps you stand apart — not by copying trends, but by claiming a space that’s uniquely yours.
Reconnect with your audience
At the heart of every great brand is connection.
Your customers evolve — their needs, tastes, and habits shift over time.
A brand refresh should bring you closer to them, not create distance.
Take the time to listen. Surveys, interviews, even casual conversations can reveal how people really see your brand and what they want from it next.
Roll it out with intent
Once you know what’s changing, plan your rollout carefully.
Decide which elements to tackle first and how to communicate the shift—both to your team and your customers.
Consistency is key. Clear brand guidelines will keep everyone aligned as the new look and feel take shape across every touchpoint.
Real-world brand refresh success stories
Some of the world’s leading brands refresh regularly to stay relevant.
The best examples have a few things in common: they keep their core identity intact while evolving; they’re guided by strategy — not trends; and they strike the right balance between their legacy and their ambitions.
Here are a few of our favourite big-name brand refreshes:
Starbucks
Starbucks simplified its logo by removing the "Starbucks Coffee" text and focusing solely on the iconic siren image. This signalled its evolution beyond coffee while maintaining brand recognition.
Mastercard
Mastercard updated its interlocking circles design to be cleaner and more digital-friendly. Because their symbol was so universally recognised, they were confident in dropping the wordmark.
Instagram
Instagram updated its app icon from a realistic camera to a simplified and colourful design. The refresh successfully signalled the platform's evolution beyond simple photo sharing to a more diverse social media platform.
Next steps for your brand refresh
If you’ve decided it’s time to refresh your brand, here’s how to get started:
- Assemble the right team from across your organisation
- Set clear objectives for what the refresh should achieve
- Conduct research and gather insights to inform decisions
- Develop a creative brief to help guide the process
- Plan the rollout plan with a timeline and budget
- Prepare communication strategies for internal and external audiences
- Bring in the experts: Partner with an award-winning agency, like Bluesoup, to bring it all to life!
The power of purposeful evolution
Remember that a brand refresh is an evolution, not a revolution. The best ones are built on what already works, while positioning your brand for future growth.
A thoughtful refresh breathes new life into your business, helping you reconnect with customers, stand out from competitors and reflect who you've become.
Think your brand might be due a refresh? Check out some of our work see how Bluesoup can help.
