Design
Rebranding
Rebranding is changing how a company presents itself: the name, the visual identity, the positioning, or some combination of the three. It ranges from refreshing a logo to replacing everything a market currently recognises.
The scale matters more than the word. A refresh keeps the mark and rebuilds the system around it, which is the most common case and the least risky. A visual rebrand replaces the identity but keeps the name. A full rebrand changes the name too, and with it every reference, domain, profile and piece of printed material the company has ever produced.
The reason for rebranding should be findable in something other than taste. A merger, a change of market, a name that no longer describes what the company sells, or an identity that cannot support what the company now does. "We are bored of it" is a real feeling and an expensive one: recognition takes years to build and a rebrand spends it.
The website is usually where a rebrand is most visible and most often mishandled. A new identity applied to old page structures produces a site that looks different and says the same unclear things. If the positioning changed, the content has to change with it, and if a domain changes, the redirect plan decides whether the search traffic survives.
Brand identity and websiteDesign