Refresh, Redesign e Rebranding
- Micer Santos
- 13 de fev. de 2025
- 5 min de leitura
In the world of design and branding, we often find the terms refresh, redesign and rebranding being used incorrectly or interchangeably. However, each of these concepts represents a different level of change in a brand's visual or strategic identity.
Design is a silent but powerful language. It communicates values and purpose, but also shapes the perception of a brand in the collective imagination. However, for a brand to remain relevant, it needs to know when and how to evolve. The solution isn't always a complete rebrand; Sometimes a subtle update or structured redesign is enough to revitalize your presence.
The big question is: how do you determine which approach is necessary?
The Necessity of Evolution
Every brand, like any living organism, needs to grow and adapt to cultural, technological and behavioral changes in the market. Audiences evolve, platforms change and expectations increase. A brand's design cannot be static, as well as strategy and positioning, all of which needs to be taken into account to know when to make the necessary adjustments.
The challenge is to change with purpose. Some brands need visual adjustments to remain contemporary, others require a deeper reformulation of the redesigned visual identity, while some need to rethink their strategy and essence to completely reposition themselves in the rebranding market.
The difference between these approaches may be subtle, but their impacts are immense. Let's explore them in more depth.
Refresh: Adjusting the Brand without Losing the Essence
Refresh
Brand Refresh is a delicate yet strategic approach. It maintains the essence of the original design, but makes small adjustments to modernize the visual identity without losing connection with the public. If we compare a brand's visual identity to a person, refresh would be like an update to the wardrobe or a new haircut for the same individual, but with a renewed appearance.
Reasons for a refresh may include:
✔️ Typography update to a more digital-friendly version.
✔️ Adjustments to the color palette to better adapt to new communication channels.
✔️ Small modifications to the logo structure for greater readability and impact.
Example: Google (2015)
Google is a classic case of a successful refresh. In 2015, it abandoned its serif typography and adopted a geometric sans-serif, more fluid and adaptable to the digital environment. It wasn't a radical change, but it made the brand more modern and versatile.
Pay attention to the signs to consider a refresh.
→ The logo looks slightly outdated, but is still recognizable.
→ The design is not fully optimized for digital and responsive applications.
→ When colors and fonts seem out of alignment with new brand guidelines.
Redesign: A New Visual Approach to the Same Brand
Redesign
Redesign goes a little further than refresh. Here, the visual structure of the brand undergoes significant changes, without the identity and core values being altered. It is a deeper process, which can involve simplifying graphic elements, new approaches to color and composition, and even reformulating the symbol.
If we go back to the analogy of visual identity as a person, the redesign would be like a major transformation in style, not just new clothes, but a new way of presenting yourself to the world, maintaining the same essence.
Reasons for a redesign may include:
✔️ A visual identity that has aged and lost relevance.
✔️ New digital application and responsiveness needs.
✔️ Change in target audience or modernization of the sector.
Example: Instagram (2016)
Instagram underwent a striking redesign in 2016, ditching the detailed vintage camera illustration for a minimalist icon with a vibrant gradient. This change was highly debated, but over time it became a strong symbol of the brand, simplifying its application and aligning it with contemporary aesthetics.
Pay attention to the signs to consider the redesign.
→ Your visual identity seems outdated and no longer reflects the brand’s values.
→ The logo or graphic elements make it difficult to apply in new formats and media.
→ There is a need for clearer differentiation in the market.
Rebranding: Strategic and Identity Transformation
Rebranding
Rebranding is the most profound change a brand can face. It's not just a new design, but a new identity, a new positioning and, often, a new promise to the public.
It is a strategic decision that can be driven by:
✔️ Changes in the company’s purpose or values.
✔️ Expansion to new markets or audiences.
✔️ Negative perception or reputation crisis.
✔️ Brand acquisition, merger or restructuring.
If we compare it to a person again, rebranding would be like a complete reinvention, not just an aesthetic change, but a redefinition of identity and values.
Example: Airbnb (2014)
In 2014, Airbnb underwent a complete rebranding. More than a new logo, the brand redefined its mission, moving from just a hosting platform to becoming a facilitator of experiences and connections. The new logo, called "Bélo", symbolizes belonging, empathy and community, consolidating the brand's new vision.
Pay attention to the signs to consider rebranding.
→ Brand positioning no longer reflects its current purpose.
→ The public’s perception of the brand is not aligned with its values.
→ Visual and verbal identity no longer differentiate the brand in the market.
Our Reflections
Micer Santos: Brisa, I understand that the evolution of a brand should never be an impulsive movement. Every change needs to be guided by solid strategic planning and a deep understanding of the market and its audience. After all, design is far from being just aesthetic, it involves strategy, connection and meaning.
Brisa Reis: Yes Micer, but tell me better how to know what type of change is necessary? A complete rebranding isn’t always the solution, right?
Micer Santos: Think of it this way: if your brand still has a strong identity, but needs a modern touch to keep up with trends and improve the visual experience, we're talking about a refresh. Small adjustments can make all the difference without losing the essence of the brand.
Now, if the visual identity no longer matches the current market and needs a significant reformulation to become more functional and relevant, then it's time for a redesign. This process maintains the brand's DNA, but refines its aesthetics and usability.
On the other hand, if the company not only needs a new visual identity, but a complete change in its positioning, purpose and perception in the market, then we enter the territory of rebranding. This means redefining how the brand presents itself, and what it represents.
The big question is not just whether you should change, but how that change will be made. Any transformation needs to be authentic, consistent and coherent with the essence of the brand. The right design strengthens, differentiates and propels the brand into the future.
