Glossary of Branding Terms
The revision of an existing brand to keep it up-to-date and relevant.
As the basis for an informed decision, a systematic brand audit is carried out, for example, to clarify scope and measures. The brand refresh is developed on the outcome of this audit – from strategy to design to implementation.
A brand refresh rejuvenates the brand perceptibly — but the core of the brand remains the same. The brand name is not changed as part of a refresh, in order to ensure recognizability. In most cases, the logo is also retained or only subtly revised.
