Glossary

What is a rebrand?

A rebrand replaces a company’s identity, and often its positioning, with a new one. The name may or may not change.

Why it matters

Companies rebrand when the old identity no longer fits: after a merger, a change of audience, or years of outgrowing a first logo. It is a reset of how the market sees you.

Example

A chauffeur company that grew from airport transfers into executive travel rebrands with a new logo, palette, and website to match its new clients.