A brand redesign can feel like a balancing act. On one side, there is the need to modernise, stay relevant, and respond to changes in the market. On the other, there is the risk of alienating existing customers by moving too far away from what made the brand recognisable and trusted in the first place.
The short answer is yes, you can redesign an existing brand without losing its identity. But it requires clarity, restraint, and a clear understanding of what should change and what should remain.
Understanding what “brand identity” really means
Brand identity is the combination of visual cues, tone of voice, messaging, values, and customer experience that people associate with your business.
Some elements are flexible and can evolve over time. Others are foundational and should be protected. A successful redesign starts by identifying which aspects of your brand are core and non-negotiable, and which have simply become dated or inconsistent.
This is why brand redesigns should never begin with visuals alone. They should start with strategy.
Evolving, not erasing
The strongest redesigns can be seen as evolutionary.
This might include:
- Updating typography to improve readability and accessibility
- Refining colour usage while retaining familiar tones
- Simplifying a logo without changing its fundamental shape or symbolism
- Clarifying messaging so it better reflects how the business operates today
Customers are more accepting of change when it feels like a natural progression rather than a complete break from the past. Familiarity builds trust, and trust is one of the most valuable assets a brand can have.
Consistency matters more than novelty
One of the most common reasons brands feel “lost” after a redesign is inconsistency. A new logo might be introduced, but old messaging remains. The website looks modern, but social media and sales materials do not. Tone of voice shifts from channel to channel.
A redesign should improve alignment, not fragment it. Visual identity, copy, and user experience should all pull in the same direction. This is especially important for established businesses with multiple touchpoints, from websites and brochures to proposals and email campaigns.
Bringing stakeholders with you
Internally, a redesign can cause uncertainty. Long standing staff may feel attached to the existing brand, while newer team members may push for more radical change.
Externally, customers want reassurance that the business they trust is still the same at its core.
Clear communication is key. Explaining the reasons for the redesign, the thinking behind the decisions, and what will stay the same helps build confidence and buy-in on all sides.
When a redesign is the right move
A brand redesign is often the right decision when:
- The business has evolved but the brand no longer reflects it
- Visual assets feel outdated or inconsistent
- The brand struggles to stand out in a more competitive market
- The website or marketing materials no longer support growth
Handled properly, a redesign can strengthen recognition, improve clarity, and position a business for the next stage of its development, without sacrificing the equity built up over years.
A careful, considered approach
At BBI, we see brand redesign as a process of discovery, not decoration. We take time to understand what makes a brand recognisable, what customers’ value, and where improvements will have the greatest impact. The goal is not to chase trends, but to create a brand that feels confident, consistent, and fit for purpose.
Thinking about refreshing your brand but worried about losing what makes it yours? Speak to BBI. We’ll help you evolve your brand with clarity, confidence, and respect for its identity.