6 reasons it might be time for a brand refresh

If you have a business, it’s highly likely you have a logo … a really important part of your brand identity. 

Is it a relevant representation of who you are, what you do, and why your customers should choose you and your brand?

If you’ve been in business for a while, and if you’re being truly honest with yourself, the answer may be no. It may be time for a logo refresh. 

If you’re unsure, maybe check out your competition. Does your logo sit well alongside theirs? Or do their brands demand more attention because they are more modern? 

There are many benefits to investing in a logo refresh or full rebranding. And yes, it’s an investment in your brand, business, and future earnings. 

So why should you rebrand? 

Because your current logo is outdated and daggy

Sorry, I’m just being honest. If you haven’t updated your logo for many years it’s likely that it’s no longer coming across as modern and professional. An outdated logo can make your brand look old-fashioned. By updating your logo, you can show your customers that you're a modern, forward-thinking business.

Also – hot tip – simple is best.

To target new customers / audiences 



Many businesses start out targeting a certain demographic, but this can change over time. For example, if your business targeted an older generation when it first launched but has morphed to focus on a younger demographic, it’s time your logo is updated to reflect this shift. 

Brand evolution – it’s a natural thing 



Brands and businesses evolve over time. Things change. Services evolve and grow. Your company’s vision, values and mission may have evolved. Your logo should reflect who you are as a brand and business. If this changes, so should your logo. 

Merger or acquisition 

If your business has merged with or acquired another company, a new logo is imperative. This will signal the beginning of a new era and a new business, to your customers. 

Legal reasons 

There are all kinds of legal reasons you may need to brand – including intellectual property and trademark infringements. You may not have a choice but to rebrand!

New name, new logo 

If you have decided to change the name of your business, it’s definitely time for a new brand identity. Resist the temptation to “save money” by using the same logo and font and just changing the words. This is a most excellent opportunity to refresh and rebrand! 



Remember – your logo is an incredibly important part of your brand and your business. You should invest in it, just as you invest in the training of your people, your advertising, and in new equipment. 

Once you’ve decided that it’s time to rebrand … consult a professional. Sure, you can use online platforms like Canva, for free, but remember that you don’t own your logo if it’s created on Canva. Nope. Anyone can use the same logo – without any repercussions. Before you know it, you could be one of a thousand businesses in your industry with the same logo. 

Using a professional marketing and design company, who can align your logo with your values, vision, mission and business goals, is the only way to go. And remember – always invest in a style guide too! More on that later.