“I’m considering a rebrand for my business. Is this the right time to change its visual identity?” This kind of question often comes with a few others: Does our logo still represent your business? Should everything change or just a few details? Will people find it strange? Is this really the right moment? These are common questions, especially when your business is going through change. And if that’s your case, it might be a good time to take a thoughtful look at your company’s visual identity.
“Choosing an effective logo is not about what one likes or dislikes: it’s about what works.”
Sagi Haviv
Since 2008, we’ve been creating and redesigning brands across a variety of industries. And if there’s one thing we’ve learned, it’s this: changing your visual identity is a strategic decision. Like any meaningful choice, it takes time, reflection, and deep listening. In this article, we’ve gathered five signs that might indicate it’s time for a redesign, and three reasons why it may not be. We hope it helps bring you clarity and confidence as you make your decision.
1 – Understanding Where the Doubt Comes From
When your visual identity is in sync with the essence of your business, things tend to flow more smoothly. Communication feels professional, it attracts the right audience, and builds trust. There’s a sense of alignment, the visuals reflect the company values, the tone of voice, and the kind of experience your brand delivers. On top of that, applying the identity is usually simple and efficient. You and your team know where to find the right materials, everything is well organized, and creating new assets, from year-end gifts to social media posts, happens without much friction.
But when doubts about your company’s visual identity start to creep in, it might be a sign that something’s no longer working. And it’s worth paying attention. When do those feelings come up? Was it triggered by a client’s comment? A challenge you faced recently? A sense that the brand feels outdated or no longer reflects what your business does? Looking into these questions helps you understand if there’s truly a need for change and whether it’s a small adjustment or a deeper shift. Looking inward is always the first step.
2 – A Professional Turning Point
In the early stages of a business, it’s common for the visual identity to be improvised. A quick logo made in an app, a last-minute color combo, it covers the basics and gets things moving. After all, in the beginning, the priority is making the business happen. And that’s completely okay. Many companies start this way. They know how important a well-structured visual identity is, but they don’t yet have the budget, time, or clarity to invest in it from the start. So the visual side of the brand evolves gradually, with tweaks, shortcuts, and quick fixes. But eventually, that patchwork starts to fall short. The business matures, grows, gains visibility and that early look no longer reflects who the company has become. Communication starts to feel stuck. Team members struggle to keep things consistent. What once worked as a temporary solution starts getting in the way. This turning point is often a clear sign: it may be time to redesign your visual identity.
That’s what happened with Amuri, a financial consultant going through a beautiful moment in his business. His courses were doing well, the content was valuable, and a loyal audience was following along. But he and his team felt something was off: the visual identity was based on the covers of the two books he had published. The elements had symbolic meaning, but they weren’t designed to support an entire brand communication system. The visuals lacked flexibility, coherence, and a system that could grow with the business. That lingering doubt became certainty, and together, we started the Beloved Brand project for Amuri. We created a full visual system that not only represented the essence of his work, but also gave structure to the website, the courses, and all the daily brand materials.
Amuri’s brand needed more voice, more presence. We created a full visual system to make that possible. See the full project.
3 – Trouble Connecting Through Your Visual Identity
Your visual identity is a way for your business to speak to the people it’s meant to serve. So when that conversation becomes confusing or off-track, the signs start to show: the right clients don’t show up, the ones who do don’t truly value your work, and sometimes, they don’t even fully understand what your business offers. This is more common than it seems. It may mean that you and the people who need what your business provides are no longer “speaking the same language.” That connection is broken. If you feel like your visual identity isn’t reaching, or resonating with, the people who need your services the most, it may be time to take a closer look.
That’s exactly what happened with Le Petit Chéri (which means ‘Little Darling’ in French). The business started as an ice cream shop, but over time, things evolved: the menu grew, their artisan bread became a signature product, and new items like meals and pastries were added. Still, the visual identity kept presenting the business as an ice cream shop and café. That disconnect created confusion: People didn’t understand what the business truly offered, or the care behind each product. During their Beloved Brand project, the strategy phase revealed that it was time for a repositioning. With a better-aligned menu and a new tagline “artisan bakery” the brand began to express who Le Petit Chéri had become. The redesign brought everything together: a clear, authentic presence that finally resonated with the right audience.
+ Also read – Brand Strategy: What It Is and Why Your Business Needs One
With a new visual identity, Le Petit Chéri began to express its true essence: an artisan bakery filled with care. Photos by Mariana Werner. See the full project.
4 – Something Feels Off in the Visual Identity
Have you ever felt like your company’s visual identity no longer reflects its current stage? Sometimes, the urge to redesign the brand comes from a subtle place: the feeling that something just doesn’t fit anymore. Your business may have changed, grown, or matured but the visual identity stayed the same. This is common when there are shifts in positioning, in your products or services, or even in the way you communicate with your audience. And then, what once seemed to work starts to feel uncomfortable, like wearing clothes that no longer suit who your business is today.
That’s exactly what happened with Tartiner. Back in 2018, we redesigned the brand and created adorable little characters for the packaging. But over time, the business took a new direction, aligning with the clean label movement, which values transparency and simplicity in ingredients. Every time new labels had to be printed, the same doubt came up: customers loved the packaging, but it no longer represented who Tartiner had become. It was time to listen to that discomfort. The brand name remained the same, but we redesigned the entire label system, including the new flavors launched during that period. In 2024, with a refreshed look, the Beloved Brand Tartiner line became even more consistent and was warmly welcomed by the people who had been following the brand with love.
+ Also read – Pantone Colors: what they mean and how they can help your brand
Tartiner’s doubt started with the packaging and the answer was a redesign full of flavor and intention. Photo: Mariana Werner. See the full project.
5 – Too Similar to the Others
Is your company’s visual identity starting to look too much like others in your industry? In many markets, it’s common for brands to follow similar visual paths and often, it happens almost unintentionally: a color that seems to work, a symbol that “everyone uses”, a tone of voice that becomes the norm. But over time, these repeated choices can water down the uniqueness of each brand. And that’s exactly what a visual identity is here for: to help your business stand out. It helps express, with clarity and emotion, what makes your business unique. If your brand’s visuals no longer stand out, or if they’re getting confused with others, that unease might be an important sign. It might be time to consider a change.
That’s what happened with a children’s secondhand clothing store that came to us with the name Espichei, a Brazilian playful word that makes reference to how quickly kids grow. The thing is, there were already several businesses with very similar names, which made trademark registration with Brazil’s INPI (National Institute of Industrial Property) difficult and created confusion in communication. On top of that, the giraffe symbol, though cute, was a common choice in the industry and didn’t help build a unique brand. So we took a few steps back to dig deeper. The store’s true strength was in the carefully selected pieces: all from high-end brands, in excellent condition, true gems of children’s fashion. That’s how Herdei o Look (translates as Inherited the Look) was born, a heartfelt way to present these pieces as family heirlooms, full of style and affection. The visual identity followed the same feeling, with delicate illustrations of the most iconic looks. The new brand started to stand out in the industry and more importantly, it authentically expressed what made that business so special.
+ Also read – Naming: How to Pick the Ideal Name for Your Company
To put its uniqueness in focus, Herdei o Look had to change both name and visuals, both recognized at the Brasil Design Award. See the full project.
Three Reasons Not to Change Your Visual Identity (At Least Not Right Now)
In the previous topics, we talked about some clear signs that it might be the right time to redesign your company’s visual identity. But there are also situations when the best move is to leave things just as they are, at least for now. Below, we’ve listed three common reasons that often spark this doubt, but that, in practice, don’t necessarily point to the need for change. It’s worth taking a closer look to see if any of them resonate with your current moment.
1 – When the urge to change comes from overall fatigue
Are you in one of those phases where nothing seems to be flowing in your business? Sales are slow, the daily routine feels heavy, the team is tired and, suddenly, the idea of changing everything arises, including your brand’s visual identity. It’s like a new look might bring the energy that’s been missing. But in these moments, it’s worth taking a deep breath and pausing before redesigning anything. Is the issue really with the visual identity? Or has it just become an easy target during a time of frustration? If this sounds familiar, maybe it’s time to revisit your business plans with care. That’s often where the most meaningful and transformative changes begin.
+ Also read – How to Build a Beloved Brand: First Steps
2 – When comparisons with competitors start to weigh heavily
We know how it goes: open your social media and there they are, new brands popping up with sleek, bold, modern identities. It’s only natural to wonder whether your company’s look is starting to fall behind. But keep in mind that not every trend fits your business, and not every edgy design is a sign of a stronger brand. If your current identity is working, communicating clearly, full of personality, and aligned with your strategy, maybe you don’t need to change a thing. Keeping an eye on competitors is important, yes, but changing just for the sake of comparison can lead to unnecessary expenses and, worse, disconnect your brand from what it has already built.
+ Also read – Symbol in Your Brand: Is It Mandatory?
3 – When the impulse comes because of an event
Trade shows, conferences, product launches, these moments bring visibility and excitement, which is great. But they can also spark that urge to do a quick “makeover” just to impress. We totally get that, everyone wants to make a good impression, especially at important events. But the truth is, these are moments that can (and should!) be used to reinforce what’s already strong in your brand. If your visual identity is working well, talk with your design team to find creative ways to enhance it without starting from scratch. And if a change really is needed, that’s okay too, just make sure it’s done with care, purpose, and a well-crafted plan.
+ Also read – Is It the right Time to Invest in My Brand design?
Conclusion: Is It Time to Redesign?
Before making any changes to your visual identity, whether it’s the colors, the symbol, the tagline, or even the name of your brand, it’s worth taking a deep breath and looking closely at what’s going on in your business. Where is your company right now? What sparked this doubt? Do your customers understand what you do? Is your visual identity helping or getting in the way of that communication? Maybe your business is evolving and needs a visual identity that reflects this new phase. Maybe something feels off, or your brand is being mistaken for competitors that look too similar. All of these are valid signals and deserve to be listened to with care. But it could also be that the urge to change is coming from burnout, from an unfair comparison, or from the rush to stand out in an upcoming event. In these cases, the best decision might be to strengthen what you already have calmly, strategically, and with purpose.
Have you seen yourself in any of these situations? Have you ever gone through a rebranding that brought more clarity and connection? Or maybe you rushed into a change that didn’t really solve the issue? We’d love to hear your story, feel free to share in the comments or write to us at [email protected].