Rebrand or refresh? Refresh when your name and core recognition are worth keeping but the execution looks dated or inconsistent. Rebrand when the brand no longer matches what you’ve become: a new market, a new audience, or a scale the old identity can’t carry.
Signs a refresh is enough
- 01People recognise your name and logo; they just look a few years old.
- 02Your site, product and decks all look slightly different from each other.
- 03You’re adding new channels and the brand has no system to cover them.
Signs you need a rebrand
- 01You’ve moved upmarket and the brand still looks like the early product.
- 02Investors, enterprise buyers or partners don’t take you seriously on first look.
- 03The name or logo causes confusion with someone else.
Voxtell is a good example. As founder Junior Smizmaul put it, they knew the old branding didn’t match the scale of what they were building, but didn’t realise how much it was holding them back until they saw the new identity. For Honeycoin, a refresh was enough: same name, a sharper system, and the company went on to raise $4.9M.
Either way, it usually takes four to eight weeks. See our brand identity work for how we run it.
Founder of Rvysion. Has led brand refreshes and new identities for Honeycoin, Voxtell, Lateral Frontiers and Idara.