Rebranding
(Rebranding · Brand refresh)
A rebrand doesn’t always mean starting over. Sometimes the brand is there; it just needs to hold up.
Some brands outgrow their logo. Some never had a system around it. A rebrand looks at what already works, keeps it, and rebuilds the rest into something that holds up everywhere the brand shows up.
For Overland Travel, an expedition company that travels worldwide by truck, the logo used to be just the mountain. I redrew the mountain and the typography so it works at any scale, and gave the mountain a block shaped like a compass. Every icon, symbol and sub-label is now built on that block.
For Broodbode, the logo stayed, with more body, and the bold collage style of the shops became the brand, from the menus to the vans and the website.
- Studio
- Spinnerij Oosterveld, Rigtersbleek Zandvoort 10, 7521 BE Enschede
- Works for
- Clients in the Netherlands, Europe and beyond
What you get
- Brand audit
- What works, what doesn’t, and what to keep.
- Refined logo
- Redrawn on a grid, so it works at every size.
- A system
- Icons, sub-brands and rules built from one idea.
- Rollout
- Print, packaging, vehicles, merch, web and a brandbook.
How it goes
- 01 · Look
- Everything the brand is today, in one place.
- 02 · Decide
- What stays, what changes, and the idea that ties it together.
- 03 · Rebuild
- The logo, the system and the applications.
- 04 · Roll out
- Files, a brandbook and help with the switch.
Work
All work → (4)
01Will customers still recognise us?
That’s the point of keeping what works. A good rebrand feels like the brand finally grown up, not like a stranger.
02How do you roll out a rebrand?
Step by step: the core first (logo, type, colour), then the places people see most, then the rest, with a brandbook so everyone uses it the same way.
03How do I know it’s time for a rebrand?
When you explain your company better than your logo does. Or when every new flyer, van or post looks slightly different from the last one.
04Can you just make the logo bigger?
I can. But first I’ll ask why. Usually it’s not the logo that needs to be bigger, it’s everything around it that needs to calm down.