rebrand
A deliberate change to some or all of a brand's identity, such as its name, logo, look or positioning.
Definition
A rebrand ranges from a light refresh to a complete overhaul. Reasons include a change in strategy, a merger, outdated image or a negative reputation. It carries risks: loss of recognition, confusion and cost of updating materials and systems. Planning should cover what to keep, what to change, internal communication, legal checks such as trademarks, website redirects and a rollout schedule. A rebrand should reflect real change and not hide problems. Keep a changelog of every asset that needs updating, from email signatures to legal documents, so nothing is forgotten after launch.
In a sentence
The rebrand kept the name but updated the logo and tone of voice.
Redirects protected search visibility after the rebrand.
