Brand Refresh
An evolutionary update to visual identity and messaging that modernizes a brand without abandoning its core equity.
Definition
A brand refresh updates elements like logo, color palette, typography, and tone of voice while maintaining recognizable brand elements. It's modernization, not reinvention.
Unlike a full rebrand, a refresh preserves brand equity and customer familiarity while addressing dated aesthetics or evolving market positioning.
Why It Matters
Brands that never evolve risk appearing stale and losing relevance with younger demographics. But dramatic rebrands can alienate loyal customers and waste accumulated brand equity.
A refresh strikes the balance—signaling evolution and modernity while honoring brand heritage that customers value.
Examples in Practice
Burger King's 2021 refresh returned to a vintage-inspired logo while updating colors and packaging. It felt both nostalgic and contemporary, driving positive sentiment.
Mastercard simplified its logo by removing the name, confident that the overlapping circles alone carried sufficient brand recognition globally.