Glossary

What is a brand refresh?

A brand refresh updates an existing identity without replacing it: a cleaner logo, new colors, or better typography.

Why it matters

A refresh keeps the recognition a brand has built while fixing what looks dated or inconsistent. It costs less and carries less risk than a full rebrand.

Example

A company keeps its symbol, redraws it with cleaner lines, swaps a hard-to-read typeface, and tightens its palette from six colors to three.