Do I need a full rebrand or just a brand evolution?

This is such a common question for us. “We want to keep our current logo, but we want to evolve the brand ID and adapt it for a new web style guide ” Not every company needs a full tear-down and rebuild of its brand. A full rebrand involves changing your core brand identity – potentially a new name, logo, visual system, messaging, even redefining your brand values and positioning.

This is appropriate if your current brand no longer reflects who you are or where you’re going (for instance, you’re targeting a new market, your offerings have fundamentally changed, or perception of your brand is poor or outdated). On the other hand, a brand evolution (or refresh) updates certain elements while preserving the core recognition of your brand.

If your logo and name have equity but the look and feel feels stale, you might keep the logo but update the color palette, typography, and imagery style. Or perhaps your visuals are fine but your messaging needs a tune- up to stay relevant – that could be a messaging refresh. As one expert notes, “A full rebrand isn’t always necessary – sometimes a design refresh is enough if your visuals feel outdated but your messaging still resonates” .

We typically advise: consider a full rebrand if your company has fundamentally changed or your audience has shifted significantly. Consider a refresh if you are already considering redesigning your website and want to modernize your look or tighten your message while keeping your core brand recognition. A professional agency can assess your brand’s health and recommend the right approach to keep you relevant and engaging.

SVZ often performs brand audits for clients in this exact predicament – and sometimes all that’s needed is an evolution, not a revolution, of the brand identity.