When a brand has strong recognition and established brand equity it can be a tricky decision choosing whether to rebrand, even when that brand no longer reflects the times or developments of the business. A company will invariably have invested considerable time and money making their brand recognisable and implementing it throughout the business, and change can be a frightening proposition.
While this shouldn’t be underestimated, neither should the power an image refresh can have on the outdated and sometimes negative associations people may have developed towards an outmoded brand. And a refresh is all it need be. Retaining aspects that will keep a brand recognisable is often helpful as it introduces a more relevant version of itself.