Rebranding: When it's time for a fresh start.

Brands are alive. They emerge, evolve, and change over time. What was modern yesterday may seem outdated today. What worked in the past may no longer be a good fit for new markets, target groups, or corporate strategies.

At some point, many companies face the same question: Is it time for a rebrand?

Rebranding is more than just a new logo or a fresh design. It's a strategic process that deeply impacts a brand's identity. In this article, we explore when rebranding becomes necessary, what opportunities it offers—and how companies can implement it correctly.

What is rebranding?

Rebranding means a brand renews its identity – visually, linguistically, or strategically. This can take various forms:

• Visual rebranding: new logo, new colors, new visual language

• Structural rebranding: new positioning, new brand architecture

• Strategic rebranding: new values, new purpose, new direction

In practice, these levels are often intertwined. A new design without a new attitude appears cosmetic. A new positioning without visual implementation remains invisible.

Typical reasons for rebranding

1. Changing target groups

Markets are changing. Startups are maturing, target groups are becoming more differentiated. A brand that once appealed to young early adopters may need to position itself more professionally and seriously later on.

Example: Many FinTechs start out colorful, bold, and almost playful. Later, as their customer volume grows, they adopt a more serious tone to build trust.

2. Growth and internationalization

A local company expanding globally needs an identity that works across cultures. Colors, symbols, or names that have a regional feel can be problematic internationally.

3. Mergers and acquisitions

When two companies merge, their brand identities must also merge. This is one of the most common reasons for rebranding—and one of the most complex.

4. Image problems

Brands can lose trust due to scandals, negative associations, or simply outdated design. A rebranding can help them make a clean break and start afresh.

5. Zeitgeist

Design ages. Trends change. A brand that has remained unchanged for 20 years often seems out of date. Rebranding here means updating without losing its identity.

Opportunities of rebranding

A successful rebranding offers enormous advantages:

• Increase relevance: Brands appear more current and closer to the needs of their target groups.

• Regaining trust: a clear signal that something has changed.

• Strengthen differentiation: a distinctive identity creates a competitive advantage.

• Motivate employees: a fresh appearance strengthens internal identification.

• Developing new markets: Rebranding as an entry ticket into new regions or industries.

Success factors for a rebranding

For a rebranding to be successful, a clear roadmap is needed:

1. Analysis

• Understanding the market, target groups and competitors

• Identify weaknesses and strengths of the existing brand

2. Strategy

• Why rebrand?

• What goals should be achieved?

• Which values remain, which change?

3. Design & Identity

• New logo, colors, typography

• Consistent imagery and language

• Development of a design system for all channels

4. Communication

• Internally: Employees must understand and support the new brand

• External: Customers need to understand why the brand is changing

5. Implementation

• Develop a rollout plan

• Create guidelines

• Implement consistently across all touchpoints

Practical examples

Slack

In 2019, Slack changed its logo. The reason: The old one was visually too complex and difficult to use digitally. The result: a streamlined, flexible system that works globally.

Burberry

In 2023, Burberry returned to a more British heritage with a rebranding. After years of minimalist looks, the brand wanted to emphasize emotion and tradition again—a move that deliberately bucked trends but fit the brand's DNA.

Lufthansa

The 2018 rebranding wasn't a radical departure, but rather an evolution. The crane silhouette remained, but the typography, colors, and applications were modernized. It's an example of how to preserve the familiar while introducing the new.

When the right time has come

There's no set date for a rebranding. But there are certain signals that companies should take seriously:

• The current design looks outdated.

• The brand no longer fits the corporate strategy.

• Employees no longer identify with the brand.

• Customer feedback shows: The brand is not understood.

If two or more of these factors apply, it's high time to consider rebranding.

Conclusion

Rebranding is not a cosmetic intervention, but a strategic decision.

It is an opportunity to realign brands, strengthen them and make them relevant for the future.

But for it to succeed, clarity is needed:

• Why are we rebranding?

• What remains?

• What is changing?

A rebranding is successful when it not only looks better, but also creates more clarity, more relevance and more trust.

Rebranding doesn't mean starting over. It means redefining.